Get More People to Understand Your Research!

WEBVTT00:00:09.192 --> 00:00:09.971All right, ladies and gentlemen,00:00:09.992 --> 00:00:11.632we're doing a live stream today.00:00:11.712 --> 00:00:15.073Pulling my best Taylor Swift move.00:00:15.935 --> 00:00:17.875I think I teased some of you00:00:17.914 --> 00:00:19.675to watch this live stream00:00:19.716 --> 00:00:20.315by saying I'm going to pull00:00:20.335 --> 00:00:21.477my best Taylor Swift move.00:00:22.257 --> 00:00:23.736And here's what I mean by that.00:00:24.937 --> 00:00:26.597Is Taylor Swift lost the00:00:26.678 --> 00:00:27.539rights to her music.00:00:27.559 --> 00:00:28.559She didn't own her music anymore.00:00:29.920 --> 00:00:30.500She didn't like that.00:00:31.638 --> 00:00:32.978So I actually had a tweet00:00:33.037 --> 00:00:34.838from Kelly Clarkson, of all people.00:00:34.918 --> 00:00:36.338She said, you know, it'd be a shame,00:00:36.399 --> 00:00:36.698Taylor,00:00:36.738 --> 00:00:37.918if you went back into the studio00:00:38.700 --> 00:00:40.159and re-recorded all your00:00:40.219 --> 00:00:41.560songs because you still own00:00:41.579 --> 00:00:42.920the writing credits to it.00:00:43.881 --> 00:00:45.100When you re-record your songs,00:00:45.121 --> 00:00:47.460they are new and now you own them.00:00:48.381 --> 00:00:49.142It's a brilliant move.00:00:49.161 --> 00:00:50.121So that's what Taylor Swift00:00:50.262 --> 00:00:50.822has been doing.00:00:51.682 --> 00:00:54.003I said, am I in a similar situation?00:00:55.051 --> 00:00:57.414I gave a presentation at CSM last week,00:00:57.514 --> 00:00:58.914seven days ago today,00:00:59.316 --> 00:01:00.796as I record and live stream00:01:02.179 --> 00:01:04.662at CSM for APTA is in Boston.00:01:04.742 --> 00:01:06.403And if you weren't there or00:01:06.444 --> 00:01:07.305if you had something else00:01:07.344 --> 00:01:08.286going on or you couldn't00:01:08.305 --> 00:01:10.587make it to Boston, well, that's a shame.00:01:11.289 --> 00:01:12.689Be a shame if I live00:01:12.730 --> 00:01:14.231streamed the presentation, though,00:01:14.591 --> 00:01:15.852so you could watch it live00:01:16.513 --> 00:01:18.135or you could watch the replay.00:01:18.536 --> 00:01:19.596So if you're watching right now,00:01:19.677 --> 00:01:20.637I am just curious.00:01:20.677 --> 00:01:22.039This is purely for research00:01:22.058 --> 00:01:22.900because the goal of the00:01:22.939 --> 00:01:25.100presentation at CSM was for researchers.00:01:25.662 --> 00:01:27.203If you're watching live or the replay,00:01:27.242 --> 00:01:29.665drop down below just who you are,00:01:29.725 --> 00:01:30.286what you do.00:01:30.807 --> 00:01:31.706Are you a clinician?00:01:31.746 --> 00:01:32.647Are you an academic?00:01:32.688 --> 00:01:33.649Are you an educator?00:01:33.808 --> 00:01:34.909Are you a researcher?00:01:35.921 --> 00:01:37.423And then where you are geographically,00:01:37.563 --> 00:01:39.304I am always amazed by where00:01:39.343 --> 00:01:41.125this YouTube stuff that we put out there,00:01:41.144 --> 00:01:42.665the podcast episodes that we share,00:01:42.965 --> 00:01:45.007I'm always amazed where it goes.00:01:45.447 --> 00:01:46.447So feel free to do that.00:01:46.567 --> 00:01:47.888I also want to make sure you00:01:47.908 --> 00:01:49.388understand the physics of this.00:01:49.989 --> 00:01:51.069If you're watching it live00:01:51.109 --> 00:01:51.870and have a question,00:01:52.010 --> 00:01:52.911want to make a comment,00:01:53.751 --> 00:01:54.652a lot of times I say keep00:01:54.691 --> 00:01:55.792it to yourself and wait to the end.00:01:55.992 --> 00:01:56.492Don't do that.00:01:57.441 --> 00:01:58.721ask the questions in the00:01:58.762 --> 00:02:00.703comments below whenever you00:02:00.743 --> 00:02:02.105want as it comes to you00:02:02.206 --> 00:02:03.527shout them out with your00:02:03.546 --> 00:02:05.009keyboard and then at the00:02:05.168 --> 00:02:06.709end I'll see if I have time00:02:06.790 --> 00:02:08.111to answer a few of them if00:02:08.151 --> 00:02:09.233you're watching the replay00:02:09.272 --> 00:02:11.134can you still ask questions00:02:11.175 --> 00:02:12.997or make comments yes00:02:13.356 --> 00:02:13.978because I'll get a00:02:14.018 --> 00:02:15.459notification and I can00:02:15.538 --> 00:02:17.281chime in and reach and and00:02:17.320 --> 00:02:18.562respond to that I want to00:02:18.581 --> 00:02:19.323make sure you understand00:02:19.342 --> 00:02:20.843that this is interactive live00:02:21.784 --> 00:02:23.526Or if you're watching this00:02:23.606 --> 00:02:25.008later or listening to this later,00:02:25.367 --> 00:02:26.568I'll release it in little bits.00:02:26.848 --> 00:02:29.091So right now, I'll kick things off.00:02:29.110 --> 00:02:31.192I'm watching Kaylee is an academic.00:02:31.832 --> 00:02:33.493She was also a CSM meeting planner.00:02:33.894 --> 00:02:35.795She's watching via Twitter.00:02:35.915 --> 00:02:36.776She says, hi, Jimmy.00:02:37.516 --> 00:02:38.057Hi, Kaylee.00:02:38.497 --> 00:02:39.277Perfect example.00:02:39.438 --> 00:02:40.399Thank you for being my beta00:02:40.419 --> 00:02:41.080tester on that.00:02:41.640 --> 00:02:43.263Now, I'll start off by saying,00:02:43.823 --> 00:02:45.044people always ask at the00:02:45.164 --> 00:02:46.225end of a presentation at00:02:46.265 --> 00:02:47.828CSM or any conference I've been to,00:02:48.427 --> 00:02:49.490can I have your slides?00:02:49.509 --> 00:02:50.390I would love your slides.00:02:50.431 --> 00:02:51.352Can I get your slides?00:02:52.432 --> 00:02:52.973And I'm just going to get00:02:52.992 --> 00:02:53.533that out of the way.00:02:53.913 --> 00:02:54.975So I'll put the link in the00:02:55.036 --> 00:02:55.917comments below when the00:02:55.956 --> 00:02:56.798live stream is over,00:02:57.018 --> 00:02:58.459and you can download the slides,00:02:58.819 --> 00:02:59.741use them as you want.00:02:59.781 --> 00:03:00.842Just leave my name on there00:03:00.901 --> 00:03:01.682so I get a little credit.00:03:02.514 --> 00:03:03.635Or you can point your camera00:03:03.675 --> 00:03:06.177right now at the screen, at the QR code.00:03:06.538 --> 00:03:06.957And yes,00:03:07.318 --> 00:03:09.639you can has my slides as I kick00:03:09.659 --> 00:03:11.200things off with an internet meme.00:03:11.241 --> 00:03:12.342So QR code that,00:03:12.442 --> 00:03:13.682it'll link it you to Canva00:03:13.962 --> 00:03:14.924and you can download them.00:03:15.123 --> 00:03:15.743Here's the thing.00:03:16.645 --> 00:03:17.686The slides are good,00:03:18.325 --> 00:03:19.266but let's just remember the00:03:19.326 --> 00:03:20.448slides are actually for me.00:03:21.475 --> 00:03:22.276What do I mean by that?00:03:22.596 --> 00:03:23.937Giving a presentation as I00:03:23.956 --> 00:03:25.837was taught is about the audience.00:03:26.397 --> 00:03:27.177And the slides,00:03:27.337 --> 00:03:28.538as much as I want to tell00:03:28.639 --> 00:03:29.438part of the story,00:03:30.139 --> 00:03:32.139you are your presentation.00:03:32.900 --> 00:03:35.121The slides are a fraction of00:03:35.161 --> 00:03:35.881the presentation.00:03:36.300 --> 00:03:37.421So we'll start things off by00:03:37.842 --> 00:03:38.581just making sure we're00:03:38.641 --> 00:03:39.962understanding we're on common terms.00:03:40.905 --> 00:03:41.725The things that you'll see00:03:41.806 --> 00:03:43.387supplemented on the screen00:03:43.407 --> 00:03:45.288with my slides are not my presentation.00:03:45.967 --> 00:03:47.949All of this is my presentation.00:03:48.049 --> 00:03:49.210I flew all the way to Boston00:03:49.229 --> 00:03:50.091to stand in front of 10000:03:50.091 --> 00:03:51.731people and give this presentation.00:03:52.072 --> 00:03:55.973Me plus the slides, 90%, 10%, 95%,00:03:55.973 --> 00:03:57.35410% is the presentation.00:03:57.395 --> 00:03:58.556So if you want the slides, yes,00:03:58.596 --> 00:03:59.616you can have my slides,00:03:59.635 --> 00:04:00.157and there they are.00:04:00.676 --> 00:04:01.537So let's kick this00:04:02.298 --> 00:04:02.997presentation off by00:04:03.098 --> 00:04:04.179understanding who I was00:04:04.598 --> 00:04:05.900giving this to and see if00:04:05.939 --> 00:04:06.781you fit that mold.00:04:07.614 --> 00:04:10.475I was asked to explain to00:04:10.536 --> 00:04:12.637researchers how they can00:04:12.717 --> 00:04:16.620improve understanding of their research.00:04:16.800 --> 00:04:17.660I am not a researcher.00:04:17.800 --> 00:04:18.620I am not here to change how00:04:18.641 --> 00:04:19.321you do research.00:04:20.401 --> 00:04:21.983Where I think my background00:04:22.002 --> 00:04:23.163and expertise comes in00:04:23.384 --> 00:04:26.185afterwards is after your00:04:26.245 --> 00:04:27.786research is published.00:04:28.387 --> 00:04:29.307So that's why the title of00:04:29.326 --> 00:04:31.028the presentation was00:04:31.288 --> 00:04:32.589Science Isn't Finished00:04:33.310 --> 00:04:34.610Until It's Understood.00:04:35.747 --> 00:04:37.369We have to have an agreement00:04:38.170 --> 00:04:39.990that this is true.00:04:40.232 --> 00:04:40.752I believe,00:04:41.091 --> 00:04:42.793and my presentation is to make00:04:42.853 --> 00:04:44.754you understand and believe, that is,00:04:44.935 --> 00:04:45.536your research,00:04:45.576 --> 00:04:47.377your science isn't finished00:04:48.197 --> 00:04:50.158until it's understood.00:04:50.178 --> 00:04:52.240I'm going to break things00:04:52.281 --> 00:04:53.961down simply by starting off.00:04:55.163 --> 00:04:56.824That what you're doing in research,00:04:56.964 --> 00:04:58.326I know how you do it,00:04:58.766 --> 00:04:59.666might be complicated.00:05:00.269 --> 00:05:01.649like maybe using technology,00:05:01.709 --> 00:05:02.769you're organizing people,00:05:02.810 --> 00:05:03.790you're testing things.00:05:04.271 --> 00:05:05.190But what you're really00:05:05.271 --> 00:05:07.310trying to do at the base of00:05:07.610 --> 00:05:09.271all of it is you are trying00:05:09.312 --> 00:05:10.672to communicate something00:05:11.132 --> 00:05:12.451from yourself or your group00:05:13.072 --> 00:05:13.732to other people.00:05:14.952 --> 00:05:16.452I want to say that this is simple,00:05:18.072 --> 00:05:18.733but not easy.00:05:19.353 --> 00:05:20.473You'll see that theme come00:05:20.514 --> 00:05:22.494up a lot throughout this presentation.00:05:23.113 --> 00:05:24.754My background is in journalism,00:05:24.793 --> 00:05:26.795communications, radio broadcasting,00:05:26.814 --> 00:05:28.514and now podcasting and live streaming.00:05:29.564 --> 00:05:30.586It doesn't sound like research,00:05:31.526 --> 00:05:32.567but where I think I added00:05:32.668 --> 00:05:34.350is when you're done with research,00:05:34.370 --> 00:05:34.949I'm going to give you some00:05:34.970 --> 00:05:36.411of those tools so you can00:05:36.451 --> 00:05:37.372do what's on the screen.00:05:37.673 --> 00:05:40.134It's just two tin cans with a string.00:05:40.935 --> 00:05:41.055Now,00:05:41.096 --> 00:05:44.379the string might be audio or a video00:05:44.798 --> 00:05:47.221or social media platforms or a website.00:05:47.262 --> 00:05:47.802Yeah, yeah, yeah, yeah, yeah.00:05:48.523 --> 00:05:49.884But remember, simple, not easy.00:05:49.944 --> 00:05:51.144At the base of everything,00:05:52.065 --> 00:05:53.468we are communicating ideas.00:05:54.386 --> 00:05:56.487to achieve understanding.00:05:56.507 --> 00:05:58.247You're not done until you00:05:58.307 --> 00:06:00.447achieve understanding.00:06:00.827 --> 00:06:01.507Let's keep going.00:06:04.088 --> 00:06:05.788So make sure we understand00:06:06.488 --> 00:06:09.129and we are in agreement of00:06:09.209 --> 00:06:10.329what we are here to do.00:06:12.071 --> 00:06:13.750The goal of understanding,00:06:13.771 --> 00:06:14.771the goal of doing your00:06:14.831 --> 00:06:17.512science is not to have had00:06:18.894 --> 00:06:19.576a publication.00:06:19.836 --> 00:06:21.600It's not to have have published.00:06:21.980 --> 00:06:23.163The goal of going to the gym00:06:23.584 --> 00:06:24.867is not to have gone to the gym.00:06:24.887 --> 00:06:25.709The goal of going to the gym00:06:26.071 --> 00:06:28.134is to elicit a change or response.00:06:29.281 --> 00:06:32.461So I push to you, the researcher,00:06:33.122 --> 00:06:34.182and say you are not done00:06:34.742 --> 00:06:35.562simply because you have00:06:35.601 --> 00:06:37.642achieved the milestone of00:06:37.702 --> 00:06:38.783being published in a00:06:38.882 --> 00:06:40.663journal or received00:06:41.023 --> 00:06:42.043permission to present at a00:06:42.103 --> 00:06:44.043conference or been given a00:06:44.103 --> 00:06:45.624spot in a poster presentation.00:06:45.783 --> 00:06:46.925And here is why.00:06:47.485 --> 00:06:49.165If we agree on science isn't00:06:49.185 --> 00:06:50.285finished until it's understood,00:06:51.165 --> 00:06:53.605here's the problem, as I see it.00:06:54.286 --> 00:06:57.387Right now, we face a distance...00:06:58.658 --> 00:07:03.199of 17 years from publish to practice.00:07:03.459 --> 00:07:05.160That is a long time.00:07:05.199 --> 00:07:07.540That is most of a career for some people,00:07:07.540 --> 00:07:08.76117 years.00:07:09.860 --> 00:07:11.000Well, why is the gap?00:07:11.641 --> 00:07:12.601People just don't have,00:07:13.062 --> 00:07:14.221they don't read anymore.00:07:14.382 --> 00:07:15.562They don't really care.00:07:15.583 --> 00:07:17.202I don't know.00:07:17.223 --> 00:07:19.363I'm going to push back and say some of it,00:07:19.384 --> 00:07:19.903we got to take some,00:07:20.064 --> 00:07:21.004we got to take some ownership.00:07:21.144 --> 00:07:22.685Some of it needs to be on us,00:07:23.204 --> 00:07:23.944the researcher.00:07:25.180 --> 00:07:26.341Or another person on your00:07:26.380 --> 00:07:26.980team that you might not00:07:27.021 --> 00:07:28.141even know could be on your team,00:07:28.641 --> 00:07:30.122and that is a science communicator.00:07:30.622 --> 00:07:31.322So right now,00:07:31.702 --> 00:07:32.822this is what has been published.00:07:33.302 --> 00:07:34.324Someone gave me the citation.00:07:34.363 --> 00:07:34.884I'll share it.00:07:35.204 --> 00:07:35.644But right now,00:07:35.684 --> 00:07:38.824there is a gap of 17 years00:07:39.326 --> 00:07:41.185from publish to practice.00:07:41.867 --> 00:07:43.987And here is an example of00:07:44.086 --> 00:07:45.668what that looks like.00:07:46.307 --> 00:07:46.487Now,00:07:47.028 --> 00:07:49.589imagine there was a big football game00:07:49.610 --> 00:07:50.589just a couple of weeks ago.00:07:51.209 --> 00:07:52.790Imagine there was another football game.00:07:53.668 --> 00:07:54.730between these two teams,00:07:55.129 --> 00:07:57.312the Bunsen burners on one side,00:07:57.872 --> 00:07:58.932donned in their white00:07:59.052 --> 00:08:01.615scientific lab coats and their goggles.00:08:02.295 --> 00:08:03.937They are team pro science.00:08:04.218 --> 00:08:04.978They are made up of00:08:05.077 --> 00:08:06.680researchers and academics.00:08:06.800 --> 00:08:08.581They are here to find stuff00:08:08.701 --> 00:08:10.903out so we can improve our00:08:10.942 --> 00:08:11.803body of knowledge.00:08:12.437 --> 00:08:13.178And on the other side of the00:08:13.218 --> 00:08:15.660ball are the pseudoscience quacks.00:08:16.240 --> 00:08:17.581These are everybody we rage00:08:17.620 --> 00:08:18.661against on the internet.00:08:18.682 --> 00:08:19.762When they share stuff that00:08:19.802 --> 00:08:20.802is just click-baity,00:08:21.723 --> 00:08:23.185it has no basis in science,00:08:23.245 --> 00:08:23.966but they say it.00:08:24.346 --> 00:08:26.586And their goal, well, just be nefarious.00:08:26.906 --> 00:08:29.288Their goal is to swindle00:08:29.329 --> 00:08:30.750people out of money and00:08:30.829 --> 00:08:31.990time and doing things that00:08:32.051 --> 00:08:32.971aren't rooted in science.00:08:33.030 --> 00:08:33.152I mean,00:08:33.172 --> 00:08:34.451you can rage against them as much00:08:34.491 --> 00:08:35.013as you want,00:08:36.067 --> 00:08:36.888But they are free to do00:08:36.908 --> 00:08:37.868whatever they want on the internet.00:08:37.927 --> 00:08:38.969Those are the rules of the field.00:08:39.528 --> 00:08:40.429Now imagine this.00:08:41.029 --> 00:08:43.392It's deep in the fourth quarter.00:08:44.412 --> 00:08:45.413And right now the Bunsen00:08:45.452 --> 00:08:47.854burners are down by six.00:08:48.914 --> 00:08:50.535A touchdown and an extra00:08:50.596 --> 00:08:52.777point and they win the logic bowl.00:08:52.917 --> 00:08:53.638At stake,00:08:54.337 --> 00:08:57.240the attention of the public at large.00:08:57.921 --> 00:08:58.721So the stakes are high.00:08:59.321 --> 00:09:00.481And the Bunsen burners just00:09:00.542 --> 00:09:01.342received their kick.00:09:02.260 --> 00:09:04.982They've got to go 80 yards now to score,00:09:05.342 --> 00:09:07.303and the end zone is understanding.00:09:07.884 --> 00:09:09.826Remember that, not to have published,00:09:10.265 --> 00:09:11.927but to achieve understanding.00:09:12.207 --> 00:09:14.229So the Bunsen Burners receive the kick.00:09:14.729 --> 00:09:15.649They got grant funding.00:09:16.590 --> 00:09:17.650Okay, they've got the ball.00:09:17.831 --> 00:09:18.572They've got a chance.00:09:18.792 --> 00:09:19.692They've got some distance,00:09:20.052 --> 00:09:21.192but they have the ball.00:09:22.594 --> 00:09:25.655And they do some run plays, some science.00:09:26.456 --> 00:09:29.219They do some pass plays, some analysis.00:09:29.639 --> 00:09:30.960They mix back and forth.00:09:33.327 --> 00:09:34.749If scientists or academics00:09:34.788 --> 00:09:35.529or researchers were a00:09:35.590 --> 00:09:37.051football team like the Bunsen Burners,00:09:37.532 --> 00:09:38.513moving the ball from the00:09:38.533 --> 00:09:39.99420-yard line to the end00:09:40.033 --> 00:09:40.975zone of understanding,00:09:41.475 --> 00:09:42.615that is what you do.00:09:42.895 --> 00:09:43.897You do science.00:09:44.177 --> 00:09:45.418I'm minimizing it a little bit,00:09:45.698 --> 00:09:46.639but you understand because00:09:46.659 --> 00:09:47.620it's different for each of you,00:09:48.081 --> 00:09:48.802what you're studying and00:09:48.861 --> 00:09:49.562how you're studying it.00:09:50.143 --> 00:09:51.163But they're moving the ball.00:09:51.663 --> 00:09:53.166They're getting closer and closer.00:09:54.245 --> 00:09:55.628The stakes are high and the00:09:55.687 --> 00:09:56.808clock is running down.00:09:56.869 --> 00:09:57.889We're less than two minutes00:09:57.929 --> 00:09:58.910away from the end of the game.00:09:59.821 --> 00:10:00.601The Bunsen burners are00:10:00.642 --> 00:10:02.302cruising closer and closer00:10:02.342 --> 00:10:03.864to the end zone when00:10:04.024 --> 00:10:06.785suddenly after a run play,00:10:07.167 --> 00:10:08.967they hit the 17 yard line.00:10:09.288 --> 00:10:10.308They're in the red zone.00:10:11.169 --> 00:10:13.230A quick strike pass to the00:10:13.291 --> 00:10:14.792end zone could put this00:10:14.831 --> 00:10:16.214game out of reach for the00:10:16.234 --> 00:10:17.333pseudoscience quacks.00:10:18.315 --> 00:10:19.316When out of nowhere,00:10:20.256 --> 00:10:21.157the quarterback of the00:10:21.197 --> 00:10:23.438Bunsen burners for some00:10:23.519 --> 00:10:25.780reason takes a knee.00:10:27.346 --> 00:10:28.846With five seconds left,00:10:28.886 --> 00:10:30.528an opportunity to strike to the end zone,00:10:30.988 --> 00:10:31.729the Bunsen-Burners00:10:31.788 --> 00:10:33.389quarterback takes a knee.00:10:34.890 --> 00:10:36.392You see at the 17-yard line,00:10:36.932 --> 00:10:37.993the Bunsen-Burners reach00:10:38.013 --> 00:10:39.533the milestone that a lot of00:10:39.594 --> 00:10:40.774researchers reach,00:10:41.014 --> 00:10:42.174which is being published.00:10:43.255 --> 00:10:44.677And they thought that they00:10:44.716 --> 00:10:45.736were done there.00:10:46.097 --> 00:10:47.879So close to reaching that00:10:47.918 --> 00:10:49.399goal of understanding.00:10:49.980 --> 00:10:52.542And for some reason, they took a knee.00:10:53.701 --> 00:10:54.462Clock runs out.00:10:55.532 --> 00:10:56.873Understanding is not achieved.00:10:57.452 --> 00:10:58.854And then who wins ultimately00:10:58.874 --> 00:10:59.654for at least another year00:10:59.674 --> 00:11:02.157to logic bowl number 52?00:11:02.157 --> 00:11:03.476It's the pseudoscience quacks.00:11:04.778 --> 00:11:05.859So I'm poking fun,00:11:06.178 --> 00:11:06.860but I want to make sure00:11:06.879 --> 00:11:08.120people understand you're00:11:08.221 --> 00:11:10.721very close when you're published.00:11:11.602 --> 00:11:12.583You're very close when you00:11:12.604 --> 00:11:14.304can give a presentation at a conference.00:11:14.585 --> 00:11:15.446You're very close when00:11:15.466 --> 00:11:17.447you're going to present with a poster.00:11:18.668 --> 00:11:19.869But my friends, you are not done.00:11:20.428 --> 00:11:23.191Tom Cruise is the most bankable artist,00:11:23.831 --> 00:11:24.091actor,00:11:25.191 --> 00:11:26.511in hollywood but when he00:11:26.552 --> 00:11:29.433releases a movie they run00:11:29.474 --> 00:11:30.955commercials he does a press00:11:30.995 --> 00:11:33.356tour there's a trailer they00:11:33.517 --> 00:11:35.357share things in different00:11:35.398 --> 00:11:36.839bites say what you will00:11:36.859 --> 00:11:37.679about a movie trailer I00:11:37.720 --> 00:11:38.480mean they just give away00:11:38.500 --> 00:11:39.921all the good parts but they00:11:39.941 --> 00:11:42.423give away enough to earn00:11:42.462 --> 00:11:43.744your attention to make you00:11:43.783 --> 00:11:45.105want to go watch the movie00:11:45.644 --> 00:11:46.666why is your scientific00:11:46.725 --> 00:11:47.966research any different00:11:48.910 --> 00:11:50.692I'm here to tell you that it's not.00:11:51.332 --> 00:11:52.573So to change a problem,00:11:52.854 --> 00:11:53.953first we have to understand00:11:54.054 --> 00:11:55.174how it is solved now.00:11:56.176 --> 00:11:56.816Now, unfortunately,00:11:56.836 --> 00:11:57.876the Bunsen burners were not00:11:58.538 --> 00:11:59.437able to pull out the win.00:11:59.597 --> 00:12:00.558There's no joy in Mudville.00:12:00.658 --> 00:12:01.779And the pseudoscience quacks,00:12:02.399 --> 00:12:04.302they win the logic bowl 51,00:12:04.302 --> 00:12:05.142but the Bunsen burners will00:12:05.162 --> 00:12:05.842be back next year.00:12:07.043 --> 00:12:08.004And between now and then,00:12:08.283 --> 00:12:10.065here is how science and00:12:10.186 --> 00:12:11.285knowledge translation and00:12:11.326 --> 00:12:13.707dissemination is solved right now.00:12:14.729 --> 00:12:16.990Posters and papers and presentations,00:12:17.330 --> 00:12:17.610oh my.00:12:18.652 --> 00:12:20.274posters and papers and presentations.00:12:20.355 --> 00:12:22.518Oh my, this is the way it is solved now.00:12:23.078 --> 00:12:23.919But here's the thing.00:12:25.022 --> 00:12:25.602It's not enough.00:12:26.524 --> 00:12:27.886This would be as if Tom00:12:27.947 --> 00:12:29.249Cruise just did the movie,00:12:30.530 --> 00:12:32.354shared it on one movie poster and00:12:33.243 --> 00:12:35.024did one interview and called00:12:35.063 --> 00:12:36.705it a day and then sat there00:12:36.865 --> 00:12:39.427waiting for the ticket sales to roll in.00:12:39.787 --> 00:12:40.988We would never assume that00:12:41.368 --> 00:12:43.049of a Tom Cruise blockbuster.00:12:43.690 --> 00:12:46.011Why do we assume that of our science?00:12:46.032 --> 00:12:47.471Because here's how I picture it right now.00:12:47.552 --> 00:12:49.014This is what I picture it looks like.00:12:50.474 --> 00:12:51.235This is the guy.00:12:51.254 --> 00:12:52.235I don't even know who this guy is.00:12:52.495 --> 00:12:53.836This is the guy who runs00:12:54.557 --> 00:12:56.337scientific journals, right?00:12:56.879 --> 00:12:58.279He's just collecting money.00:12:59.135 --> 00:13:00.196on all the research,00:13:00.235 --> 00:13:01.096on the backs of all these00:13:01.157 --> 00:13:02.456researchers who need to be00:13:02.537 --> 00:13:03.878published to go through the00:13:03.898 --> 00:13:06.118peer review to make sure00:13:06.158 --> 00:13:07.818that what they are saying is valid.00:13:07.999 --> 00:13:08.798There's that process.00:13:08.879 --> 00:13:10.419I'm not saying skip that process.00:13:10.519 --> 00:13:11.159Keep that process.00:13:11.240 --> 00:13:12.000Don't change your research.00:13:12.399 --> 00:13:13.581Don't change publishing.00:13:15.201 --> 00:13:16.321But are there other things00:13:16.360 --> 00:13:19.042that you can and need to be00:13:19.101 --> 00:13:21.503doing outside of getting to publish?00:13:22.623 --> 00:13:23.683I think there's a disconnect.00:13:24.144 --> 00:13:26.105And the disconnect is the00:13:26.144 --> 00:13:27.264same as the logic bowl.00:13:28.288 --> 00:13:31.629Do not take a knee at the 17 yard line.00:13:32.269 --> 00:13:35.250You're so close to achieving00:13:35.350 --> 00:13:36.029understanding.00:13:37.331 --> 00:13:37.931Now we're going to go00:13:37.990 --> 00:13:40.231through why that might not happen.00:13:40.451 --> 00:13:41.491And then ultimately I'm not00:13:41.511 --> 00:13:42.172all doom and gloom.00:13:42.591 --> 00:13:44.993I'm going to show you how you can do this.00:13:46.354 --> 00:13:47.835I want you to leave with00:13:48.134 --> 00:13:50.035tactical examples of how to00:13:50.076 --> 00:13:51.136communicate your science.00:13:51.717 --> 00:13:52.457Before we do that,00:13:52.998 --> 00:13:53.958wrap your head around this.00:13:54.058 --> 00:13:55.159I like to simplify.00:13:55.379 --> 00:13:56.421Simple but not easy.00:13:56.980 --> 00:13:57.902Told you that would be a theme.00:13:58.642 --> 00:13:59.863Let's simplify right now.00:14:01.844 --> 00:14:04.326There's only two things that00:14:04.365 --> 00:14:06.486you can do with content.00:14:07.207 --> 00:14:08.629And I just want to make sure00:14:08.649 --> 00:14:09.568we're using the same terms.00:14:09.990 --> 00:14:13.371To me, content is any form of media.00:14:14.587 --> 00:14:18.068Words, videos, audio, images,00:14:19.110 --> 00:14:20.009that is content.00:14:20.769 --> 00:14:23.010All right, so now we have the same term.00:14:23.030 --> 00:14:24.131We're using the same terminology.00:14:24.451 --> 00:14:25.292There's only two things you00:14:25.312 --> 00:14:26.131can do with content.00:14:26.211 --> 00:14:26.633That's it.00:14:27.072 --> 00:14:27.832They're on the screen.00:14:28.452 --> 00:14:30.754You can educate someone or00:14:30.793 --> 00:14:31.653you can entertain them.00:14:31.995 --> 00:14:32.754That is it.00:14:33.375 --> 00:14:35.535I want to simplify this.00:14:36.275 --> 00:14:37.256Those are the only two00:14:37.297 --> 00:14:38.057things that you can do.00:14:38.697 --> 00:14:40.638But wait, there's more.00:14:41.683 --> 00:14:43.085There's a magic third thing00:14:43.125 --> 00:14:43.705that you can do.00:14:43.846 --> 00:14:44.966What if you could educate00:14:45.025 --> 00:14:47.427someone while you're entertaining them?00:14:47.707 --> 00:14:48.269And it doesn't need to be00:14:48.308 --> 00:14:49.028all song and dance.00:14:49.048 --> 00:14:50.190It doesn't need to be stand-up comedy.00:14:51.230 --> 00:14:54.253But making it easy to consume, digestible,00:14:54.273 --> 00:14:56.293a little bit of sugar to00:14:56.333 --> 00:14:57.514make the medicine go down.00:14:58.235 --> 00:14:59.576You do great research.00:15:00.736 --> 00:15:04.559That publication in its form00:15:04.600 --> 00:15:06.701that's in a journal is not00:15:06.740 --> 00:15:08.403the only way that you can share that.00:15:09.023 --> 00:15:10.163So I'm here to tell you00:15:11.889 --> 00:15:12.948But science isn't finished00:15:12.969 --> 00:15:13.750until it's understood.00:15:15.451 --> 00:15:16.650Spreading your science is simple,00:15:17.110 --> 00:15:17.731but not easy.00:15:18.052 --> 00:15:18.152Now,00:15:18.192 --> 00:15:19.772the next image might trigger some of you.00:15:20.572 --> 00:15:21.312It is graphic.00:15:23.994 --> 00:15:28.135So if you're easily upset by images,00:15:29.616 --> 00:15:30.157avert your eyes.00:15:31.677 --> 00:15:32.077And here it is.00:15:33.772 --> 00:15:34.653Didn't think you'd be seeing00:15:34.712 --> 00:15:36.114roadkill in a presentation.00:15:36.495 --> 00:15:38.956Now, on the screen, you see, unfortunately,00:15:39.476 --> 00:15:40.197a dead raccoon.00:15:40.538 --> 00:15:42.139This raccoon appears to have00:15:42.159 --> 00:15:43.159been run over by a car.00:15:44.381 --> 00:15:46.082And he's laying in the middle of the road.00:15:46.342 --> 00:15:47.965And that same day,00:15:49.186 --> 00:15:50.246someone got up and it was00:15:50.287 --> 00:15:52.249their job to drive down the00:15:52.349 --> 00:15:54.190road and paint two new00:15:54.350 --> 00:15:55.812fresh yellow lines that00:15:55.851 --> 00:15:56.653signal no passing.00:15:57.408 --> 00:15:59.250And that person did that job.00:15:59.770 --> 00:16:01.111They drove down the street00:16:01.591 --> 00:16:02.712and painted their yellow00:16:02.732 --> 00:16:04.634lines perfectly down the00:16:04.674 --> 00:16:05.414center of the street.00:16:06.655 --> 00:16:08.017Now, unfortunately,00:16:08.857 --> 00:16:09.979Rocky Raccoon right here00:16:10.198 --> 00:16:13.360met his demise the night00:16:13.422 --> 00:16:14.361previous to this and was00:16:14.381 --> 00:16:15.663still laying in the middle of the road.00:16:16.104 --> 00:16:17.924And the person whose job it00:16:17.985 --> 00:16:19.365was to paint the lines,00:16:20.067 --> 00:16:21.847it's not their job to move00:16:21.868 --> 00:16:22.889the dead raccoons.00:16:23.288 --> 00:16:25.230They were tasked with just00:16:25.270 --> 00:16:25.931drawing the lines.00:16:26.171 --> 00:16:26.672And they did that.00:16:28.052 --> 00:16:29.072That is the letter of the00:16:29.111 --> 00:16:31.092law for their job description.00:16:32.232 --> 00:16:33.092Paint yellow lines.00:16:33.133 --> 00:16:34.094Get him a truck in the morning.00:16:34.134 --> 00:16:35.333Paint as many lines as you can.00:16:35.394 --> 00:16:35.953Make them perfect.00:16:35.994 --> 00:16:36.494Make them yellow.00:16:37.894 --> 00:16:39.154When he got to this part, though,00:16:39.875 --> 00:16:40.956he saw their dead raccoon.00:16:41.775 --> 00:16:44.196He decided, my job is paint lines,00:16:44.496 --> 00:16:45.657not move dead raccoons.00:16:47.096 --> 00:16:48.177So he just kept going.00:16:48.337 --> 00:16:49.538And of course we know the00:16:49.577 --> 00:16:50.538person probably should have00:16:50.557 --> 00:16:52.019figured out or called00:16:52.078 --> 00:16:53.119someone whose job it was to00:16:53.158 --> 00:16:53.879move the dead raccoon00:16:54.219 --> 00:16:55.200before they painted the00:16:55.240 --> 00:16:56.740lines over Rocky here.00:16:58.493 --> 00:17:01.474And I show you this story is00:17:01.514 --> 00:17:02.933in an extreme way that when00:17:02.974 --> 00:17:05.394we set out to do your research,00:17:05.815 --> 00:17:07.414I'm assuming your goal was00:17:07.474 --> 00:17:08.575to achieve understanding,00:17:10.095 --> 00:17:11.215not to just get published,00:17:11.855 --> 00:17:12.996not to just get to the00:17:13.016 --> 00:17:13.83617-yard line and take a knee.00:17:14.355 --> 00:17:16.876This person's job was to do a good job.00:17:18.997 --> 00:17:19.798They didn't tell them,00:17:19.917 --> 00:17:21.317if you come across a dead raccoon,00:17:21.458 --> 00:17:22.958you need to move it because the lines,00:17:23.317 --> 00:17:24.578when we eventually do move the raccoon,00:17:24.598 --> 00:17:26.378there's going to be a space there.00:17:28.327 --> 00:17:29.828I want you to own this process.00:17:30.229 --> 00:17:30.809And here's why.00:17:31.269 --> 00:17:32.490No one is coming to00:17:32.530 --> 00:17:33.692communicate your science for you.00:17:34.491 --> 00:17:35.113They're not doing it.00:17:35.393 --> 00:17:36.753They won't do it because00:17:37.054 --> 00:17:37.734it's not their job.00:17:38.315 --> 00:17:39.056No one told them to.00:17:39.175 --> 00:17:40.436They're not incentivized to do it.00:17:41.196 --> 00:17:41.837And the other things,00:17:42.617 --> 00:17:44.058the other reasons are they00:17:44.138 --> 00:17:46.280won't do it as well as you.00:17:47.179 --> 00:17:48.460They won't do it with as00:17:48.519 --> 00:17:50.102much energy as you.00:17:50.142 --> 00:17:51.123They won't do it with as00:17:51.182 --> 00:17:53.125much insight into what you00:17:53.204 --> 00:17:54.846researched and what you learned.00:17:55.186 --> 00:17:55.827They just won't.00:17:56.489 --> 00:17:57.490So I'm telling you,00:17:57.670 --> 00:17:58.891this is a funny example.00:17:59.731 --> 00:18:01.453No raccoons were harmed in00:18:01.473 --> 00:18:02.714the presentation production.00:18:04.217 --> 00:18:06.479This is a silly example, a small example.00:18:07.359 --> 00:18:09.301I need you to own moving the dead raccoon.00:18:10.788 --> 00:18:12.528Because the goal is not to have published.00:18:13.048 --> 00:18:14.509The goal is to achieve understanding.00:18:14.950 --> 00:18:16.891I'm telling you this idea.00:18:16.911 --> 00:18:17.790I'm giving you this idea in00:18:17.871 --> 00:18:19.192multiple ways because we00:18:19.231 --> 00:18:20.633need to understand it for00:18:20.673 --> 00:18:21.952the rest to make sense.00:18:23.874 --> 00:18:24.734So I know you think you're00:18:24.755 --> 00:18:25.575just a researcher.00:18:26.035 --> 00:18:27.395You also need to be a00:18:27.435 --> 00:18:30.377communicator or hire someone who is.00:18:30.438 --> 00:18:30.958We'll get to that.00:18:32.278 --> 00:18:34.579So don't forget when you've published.00:18:34.799 --> 00:18:35.319Don't forget.00:18:36.108 --> 00:18:37.049You've got to move the dead00:18:37.089 --> 00:18:38.310raccoon if there's one in the way,00:18:38.510 --> 00:18:39.451because your job is not00:18:39.471 --> 00:18:40.231just to paint lines no00:18:40.251 --> 00:18:40.892matter what's in the way.00:18:41.192 --> 00:18:41.913Your job is to try to00:18:41.972 --> 00:18:42.653achieve understanding.00:18:42.874 --> 00:18:44.034Now I'm going to come to your defense.00:18:44.755 --> 00:18:45.855Okay, it's not all doom and gloom.00:18:45.915 --> 00:18:47.257Jimmy's not here just telling you, hey,00:18:47.636 --> 00:18:48.417you guys don't do enough.00:18:48.438 --> 00:18:48.998You got to do more.00:18:49.018 --> 00:18:52.700I want to explain to you why00:18:52.740 --> 00:18:54.902it's so hard for you to00:18:54.981 --> 00:18:55.843achieve understanding.00:18:55.883 --> 00:18:57.243And I'm making a generalization,00:18:58.044 --> 00:18:59.684you as a researcher or an academic.00:19:00.145 --> 00:19:01.465Why is it so hard to achieve00:19:01.507 --> 00:19:02.086understanding?00:19:04.278 --> 00:19:04.438Well,00:19:04.877 --> 00:19:06.038my first reason to come to your00:19:06.058 --> 00:19:07.500defense is I think you lack00:19:08.040 --> 00:19:09.041the three T's.00:19:10.082 --> 00:19:11.682We love things in threes, right?00:19:11.702 --> 00:19:13.125I keep it simple, but not easy.00:19:13.224 --> 00:19:13.545Simple.00:19:14.065 --> 00:19:14.665Three T's.00:19:14.965 --> 00:19:15.987What are the three T's, Jimmy?00:19:16.426 --> 00:19:16.946Here's what they are.00:19:18.769 --> 00:19:22.230You lack the tools, you lack the training,00:19:22.912 --> 00:19:24.452and you lack the time.00:19:27.025 --> 00:19:28.685You lack the tools to communicate.00:19:28.865 --> 00:19:30.125Maybe you don't have the00:19:30.226 --> 00:19:33.307access to software that00:19:33.327 --> 00:19:34.248will help you make a video.00:19:35.087 --> 00:19:35.868There's a bunch online.00:19:35.888 --> 00:19:36.709I can show you how to use it.00:19:38.089 --> 00:19:39.630Maybe you don't have a large00:19:39.730 --> 00:19:41.330Instagram account to share00:19:41.451 --> 00:19:42.411information once and00:19:42.451 --> 00:19:43.531thousands of people see it.00:19:44.192 --> 00:19:44.951We can build on that.00:19:46.913 --> 00:19:47.792So those are the tools,00:19:47.894 --> 00:19:49.693the things that allow you to communicate.00:19:50.694 --> 00:19:51.474And where you think you00:19:51.494 --> 00:19:52.214might not have them,00:19:52.955 --> 00:19:54.355they're on most smartphones.00:19:54.836 --> 00:19:56.237But maybe you just don't know about them.00:19:56.806 --> 00:19:57.465Those are the tools.00:19:57.987 --> 00:19:58.826The training, well,00:19:58.886 --> 00:20:00.047once I tell you about the tools,00:20:00.086 --> 00:20:00.968I can give you a list that00:20:00.988 --> 00:20:01.988you can click and figure00:20:02.048 --> 00:20:03.509out how to use these tools00:20:03.548 --> 00:20:04.108or where they are.00:20:04.528 --> 00:20:05.509You have to know how to use them.00:20:05.890 --> 00:20:08.431Simply having a hammer can be dangerous.00:20:08.451 --> 00:20:09.592I just bought a house last year.00:20:09.672 --> 00:20:11.132You can build a house.00:20:11.172 --> 00:20:12.373You can also do some damage00:20:12.393 --> 00:20:12.913with that hammer.00:20:13.232 --> 00:20:14.314So understanding how to00:20:14.394 --> 00:20:18.315properly use those tools is important.00:20:18.454 --> 00:20:19.476That's the second T. And the00:20:19.516 --> 00:20:20.155third is time.00:20:21.116 --> 00:20:22.696Maybe your job is to receive00:20:22.797 --> 00:20:26.259kicks and run running and pass plays.00:20:26.990 --> 00:20:27.971but communicating,00:20:28.090 --> 00:20:29.612it's not built into your time.00:20:30.251 --> 00:20:31.132So that might be something00:20:31.172 --> 00:20:32.112working against you.00:20:32.432 --> 00:20:33.133I'm telling you,00:20:33.292 --> 00:20:34.932you got to bake it into the cake though.00:20:35.932 --> 00:20:37.114Here's another story I'll tell you.00:20:37.453 --> 00:20:38.374I don't bake a whole lot.00:20:38.413 --> 00:20:39.213No, it's going to shock you.00:20:40.355 --> 00:20:41.974But if you bake a cake and00:20:41.994 --> 00:20:42.954you get to the last step00:20:42.974 --> 00:20:43.675where you're about to pull00:20:43.736 --> 00:20:44.415out of the oven and throw00:20:44.435 --> 00:20:45.395the icing on top and you00:20:45.576 --> 00:20:47.155realize that you didn't put00:20:48.076 --> 00:20:50.057sugar in the mixture before00:20:50.076 --> 00:20:51.157you put it in the tin and00:20:51.178 --> 00:20:51.837put it in the oven,00:20:52.998 --> 00:20:54.659throwing 10 times as much00:20:54.778 --> 00:20:56.118sugar at the cake00:20:57.377 --> 00:20:58.478is not going to make that00:20:58.518 --> 00:20:59.778cake taste good it's just00:20:59.818 --> 00:21:03.720not so the parallel is if00:21:03.759 --> 00:21:06.039you don't plan on how00:21:06.099 --> 00:21:06.861you're going to communicate00:21:06.881 --> 00:21:09.361your science while you're00:21:09.381 --> 00:21:10.461doing it or before you're00:21:10.481 --> 00:21:12.201doing it it will be 1000:21:12.201 --> 00:21:15.303times harder and probably not as good00:21:16.982 --> 00:21:18.063if you do it afterwards.00:21:18.423 --> 00:21:19.784So baking this into the cake00:21:19.804 --> 00:21:21.023from the start will make00:21:21.064 --> 00:21:22.825things easier to achieve.00:21:23.265 --> 00:21:24.464So here's why a lot of times00:21:24.585 --> 00:21:26.786researchers don't achieve understanding.00:21:26.826 --> 00:21:28.626They lack the three T's, tools, training,00:21:28.767 --> 00:21:29.086and time.00:21:29.446 --> 00:21:30.366Keeping it consistent,00:21:30.467 --> 00:21:31.247simple but not easy.00:21:31.667 --> 00:21:34.248I think you also lack the three P's.00:21:35.909 --> 00:21:37.669And the three P's also make00:21:37.709 --> 00:21:38.890it hard to achieve understanding.00:21:38.910 --> 00:21:39.849Now here's the three P's.00:21:39.910 --> 00:21:42.151The three P's are people,00:21:43.402 --> 00:21:46.523product or process let's go00:21:46.544 --> 00:21:50.066through this so researchers00:21:50.105 --> 00:21:51.027might have different people00:21:51.126 --> 00:21:52.307on their teams sometimes00:21:52.327 --> 00:21:53.689they are a team of one00:21:54.689 --> 00:21:56.150communicating this is00:21:56.411 --> 00:21:57.671effort I have an entire00:21:57.811 --> 00:21:59.011college degree I swear it's00:21:59.051 --> 00:21:59.512hanging on the wall00:21:59.532 --> 00:22:00.432downstairs in00:22:00.492 --> 00:22:02.294communications so to me00:22:02.474 --> 00:22:04.195communicating is simple but00:22:04.236 --> 00:22:05.836not easy but if you don't00:22:05.856 --> 00:22:06.596have someone on the team00:22:06.656 --> 00:22:08.898who knows how to do it or00:22:09.038 --> 00:22:11.641likes doing it or has the time to do it00:22:12.403 --> 00:22:13.503That is going to be a limitation.00:22:13.564 --> 00:22:15.064That's a barrier to you00:22:15.084 --> 00:22:15.984communicating your signs.00:22:16.244 --> 00:22:17.605So people is one of the three P's.00:22:17.684 --> 00:22:18.526It's one of the reasons why00:22:18.566 --> 00:22:19.286it's so hard to score a00:22:19.306 --> 00:22:21.406touchdown if you're on team signs,00:22:21.426 --> 00:22:22.207team Bunsen burners.00:22:23.448 --> 00:22:26.489The second P is product or service.00:22:26.648 --> 00:22:28.289Now your product as your00:22:28.309 --> 00:22:29.510beginning is your movie.00:22:30.492 --> 00:22:31.953or your research.00:22:32.134 --> 00:22:34.277Now, being published is a great milestone.00:22:34.717 --> 00:22:36.178That is your product.00:22:36.818 --> 00:22:37.440I'm telling you,00:22:37.559 --> 00:22:39.101you need to create other products,00:22:39.801 --> 00:22:41.643like the movie trailer, the press tour,00:22:41.844 --> 00:22:43.525getting Tom Cruise on the00:22:43.565 --> 00:22:44.326late night shows.00:22:45.406 --> 00:22:48.009Those things you might lack.00:22:48.710 --> 00:22:49.570And then the process.00:22:51.231 --> 00:22:53.374Imagine you didn't bake in00:22:53.453 --> 00:22:54.055how you were going to00:22:54.075 --> 00:22:55.096communicate your science00:22:57.721 --> 00:22:58.883until after it was done.00:22:59.123 --> 00:22:59.403Again,00:22:59.482 --> 00:23:00.803that's like throwing 10 times as00:23:00.843 --> 00:23:01.864much sugar at the cake.00:23:02.364 --> 00:23:03.284It's still going to taste bad,00:23:03.625 --> 00:23:04.724but use 10 times as much.00:23:05.285 --> 00:23:05.785I'm telling you,00:23:05.865 --> 00:23:06.746if you bake it in from the00:23:06.766 --> 00:23:08.747beginning with a process,00:23:09.386 --> 00:23:11.028how to communicate becomes a lot easier.00:23:11.288 --> 00:23:11.867Otherwise,00:23:11.907 --> 00:23:13.169you're creating solutions every00:23:13.209 --> 00:23:13.949morning when you wake up.00:23:14.269 --> 00:23:14.669How are we going to00:23:14.709 --> 00:23:15.589communicate this today?00:23:16.210 --> 00:23:17.430And that's a lot of effort00:23:18.010 --> 00:23:18.911for a little bit of result.00:23:19.671 --> 00:23:20.852If you create a process,00:23:21.211 --> 00:23:22.412processes are scalable.00:23:22.571 --> 00:23:24.133So this is another reason, these three Ps.00:23:24.573 --> 00:23:26.013You might lack people,00:23:26.896 --> 00:23:28.498the products to communicate,00:23:28.837 --> 00:23:30.258and the process in which to00:23:30.298 --> 00:23:31.259share that information.00:23:31.798 --> 00:23:33.159Okay, so those are the three Ps.00:23:33.740 --> 00:23:34.000Now,00:23:34.559 --> 00:23:35.819I want to give a parallel to the00:23:35.859 --> 00:23:37.300people who are in physical therapy.00:23:37.820 --> 00:23:38.840Here is what I see.00:23:39.682 --> 00:23:41.142You might remember this from PT school.00:23:41.782 --> 00:23:44.182This is the fit VP principle.00:23:45.364 --> 00:23:47.484This is how people gain strength.00:23:49.045 --> 00:23:50.465Fit VP, frequency,00:23:51.584 --> 00:23:52.424How often?00:23:52.765 --> 00:23:53.246Intense?00:23:53.365 --> 00:23:54.067How vigorous?00:23:54.666 --> 00:23:55.048Time?00:23:55.607 --> 00:23:56.028How long?00:23:56.569 --> 00:23:57.049The type?00:23:57.631 --> 00:23:58.551Specifically the type.00:23:58.951 --> 00:23:59.413Volume?00:23:59.772 --> 00:24:00.953Building over time.00:24:01.255 --> 00:24:01.976And progression?00:24:02.796 --> 00:24:03.737Getting more difficult.00:24:04.778 --> 00:24:06.119These are exercise principles.00:24:06.661 --> 00:24:07.381I didn't make this up.00:24:07.862 --> 00:24:08.962This is the Academy of Sports most.00:24:09.763 --> 00:24:10.265Fit VP.00:24:11.705 --> 00:24:13.028These are also communication principles.00:24:14.436 --> 00:24:15.538A lot of times I see00:24:16.118 --> 00:24:18.461researchers share research00:24:19.221 --> 00:24:21.483one time and expect people00:24:21.663 --> 00:24:23.346will then go to their00:24:23.365 --> 00:24:24.366publication or their00:24:24.406 --> 00:24:25.607presentation or their poster.00:24:27.470 --> 00:24:29.511We are big, dumb animals.00:24:30.232 --> 00:24:32.555If you have kids, you understand this.00:24:32.914 --> 00:24:33.796Adults aren't different.00:24:34.457 --> 00:24:35.718We don't get to act magnanimous.00:24:36.439 --> 00:24:37.319Adults are the same way.00:24:38.496 --> 00:24:40.817We are never, I shouldn't say never.00:24:40.936 --> 00:24:42.116Beware of people who say never and always.00:24:42.517 --> 00:24:44.897We often need to be told or00:24:44.938 --> 00:24:47.198reminded things more than once.00:24:49.019 --> 00:24:50.038Marketers will tell you00:24:50.058 --> 00:24:51.659there's a magic number seven.00:24:52.019 --> 00:24:54.859We need to see a message, hear a message,00:24:55.640 --> 00:24:56.799be exposed to a message00:24:57.421 --> 00:24:59.780about seven times before we00:24:59.941 --> 00:25:03.221ever think about acting on it.00:25:04.554 --> 00:25:05.815That last coat you bought,00:25:05.914 --> 00:25:06.955the vacation you took,00:25:07.536 --> 00:25:08.757likely it was not one00:25:08.817 --> 00:25:11.199message that caused you to take action.00:25:11.400 --> 00:25:11.859And remember,00:25:12.820 --> 00:25:13.681the goal is to achieve00:25:13.721 --> 00:25:14.781understanding for your research.00:25:15.363 --> 00:25:15.903To do that,00:25:16.222 --> 00:25:17.104we've got to get them to read it,00:25:17.403 --> 00:25:18.065or at least some of it.00:25:19.365 --> 00:25:21.207So frequency is important.00:25:21.788 --> 00:25:23.068Screenshotting your abstract00:25:23.108 --> 00:25:24.369and sharing it once on Instagram,00:25:24.450 --> 00:25:25.070I got news for you.00:25:25.090 --> 00:25:25.790It's probably not going to00:25:25.810 --> 00:25:27.211make much of a splash, right?00:25:27.553 --> 00:25:28.073Intensity.00:25:28.633 --> 00:25:29.994How well are you communicating?00:25:30.134 --> 00:25:30.255How...00:25:31.660 --> 00:25:32.599How much sugar are you00:25:32.640 --> 00:25:33.701putting in this to make the00:25:33.740 --> 00:25:35.441medicine go down, right?00:25:36.201 --> 00:25:37.642We'll get into storytelling00:25:37.662 --> 00:25:38.201in just a minute.00:25:38.221 --> 00:25:39.403I'll give a quick example there.00:25:39.782 --> 00:25:42.604But intensity in exercise, how vigorous,00:25:43.144 --> 00:25:43.384right?00:25:44.684 --> 00:25:46.484There is intensity in communication.00:25:47.185 --> 00:25:47.746You can do that.00:25:48.486 --> 00:25:49.586And if you lack intensity,00:25:49.886 --> 00:25:51.567people will act accordingly00:25:51.787 --> 00:25:53.827and pay less attention or none at all.00:25:54.614 --> 00:25:56.496Time, what is the timeframe?00:25:56.615 --> 00:25:58.277What is the type, the type of media?00:25:58.356 --> 00:26:00.818Is it sound, pictures, words, audio?00:26:01.480 --> 00:26:03.741Volume, are they hearing about it once,00:26:03.862 --> 00:26:04.863frequency?00:26:04.982 --> 00:26:07.003Or are you building over time?00:26:07.085 --> 00:26:08.445Are you building an audience?00:26:09.346 --> 00:26:10.086And then progression,00:26:11.268 --> 00:26:12.409is it building towards00:26:12.588 --> 00:26:13.569something over time?00:26:14.590 --> 00:26:15.632How is it progressing?00:26:15.692 --> 00:26:16.732How is your communication?00:26:16.772 --> 00:26:17.752How are you messaging this?00:26:18.374 --> 00:26:20.576So here's also what you're up against.00:26:21.876 --> 00:26:22.719Looks like I'm sharing00:26:22.939 --> 00:26:24.682abstract art here on the screen.00:26:26.464 --> 00:26:28.327This part of the presentation, this slide,00:26:28.828 --> 00:26:30.412is to remind me, the presenter,00:26:30.853 --> 00:26:32.715to tell you about the00:26:32.895 --> 00:26:34.538signal versus noise ratio.00:26:35.250 --> 00:26:36.009Now, remember,00:26:36.549 --> 00:26:38.671I'm recording this on February 22nd,00:26:38.671 --> 00:26:38.9902024.00:26:38.990 --> 00:26:41.852And I looked at the front00:26:41.892 --> 00:26:42.932page of the internet and00:26:42.952 --> 00:26:43.732Googled it this morning.00:26:44.272 --> 00:26:46.433Today, February 22nd, as I record,00:26:47.153 --> 00:26:49.234is the busiest day in the00:26:49.355 --> 00:26:50.476history of the internet.00:26:50.895 --> 00:26:53.076The most things that are00:26:53.096 --> 00:26:55.257being posted and shared and retweeted,00:26:55.497 --> 00:26:55.958all those things.00:26:56.157 --> 00:26:57.498Today, today,00:26:57.518 --> 00:26:58.357what are the odds I'm giving00:26:58.397 --> 00:26:59.479a presentation about00:26:59.519 --> 00:27:00.838communication on the00:27:00.999 --> 00:27:02.259busiest day in the internet?00:27:06.038 --> 00:27:06.478Here's the thing.00:27:08.200 --> 00:27:09.161Tomorrow's going to be busier.00:27:10.541 --> 00:27:13.344It's only going to become a00:27:13.483 --> 00:27:15.506noisier and noisier world.00:27:15.846 --> 00:27:17.086When I was seven,00:27:17.406 --> 00:27:19.107there were like four TV00:27:19.167 --> 00:27:21.250stations and five or six00:27:21.329 --> 00:27:22.550radio stations and a couple00:27:22.570 --> 00:27:25.393of newspapers and no internet.00:27:26.513 --> 00:27:28.256That was the noisiest it was00:27:28.296 --> 00:27:29.416when I was seven.00:27:30.136 --> 00:27:32.199But today, as we record, remember,00:27:32.378 --> 00:27:33.579it's noisier.00:27:35.483 --> 00:27:36.684It's only going to get noisier.00:27:36.744 --> 00:27:37.244So what do we do?00:27:37.306 --> 00:27:37.566Give up?00:27:38.026 --> 00:27:38.846Don't do science anymore?00:27:39.666 --> 00:27:40.827Don't try to achieve understanding?00:27:41.888 --> 00:27:43.069No, of course not.00:27:43.990 --> 00:27:45.471The goal is to create a00:27:45.711 --> 00:27:48.694clear signal that can cut00:27:48.815 --> 00:27:50.195through the noise.00:27:51.277 --> 00:27:51.876Some people might say00:27:51.957 --> 00:27:52.837advertising doesn't work.00:27:54.500 --> 00:27:55.240They've got the objective00:27:55.260 --> 00:27:56.821data to say it does, right?00:27:57.442 --> 00:27:58.303You can use the same00:27:58.383 --> 00:28:00.624principles like the fit VP00:28:00.663 --> 00:28:02.766principle to communicate your science,00:28:03.226 --> 00:28:04.267to communicate your message,00:28:04.666 --> 00:28:05.586to achieve understanding.00:28:05.847 --> 00:28:06.367I just want you to00:28:06.387 --> 00:28:07.328understand what you're up against.00:28:08.009 --> 00:28:09.029Simply telling someone you00:28:09.069 --> 00:28:10.691publish something is not enough.00:28:11.070 --> 00:28:12.632You fade into noise.00:28:14.133 --> 00:28:15.294It is simple though,00:28:15.394 --> 00:28:16.575but not necessarily easy.00:28:16.615 --> 00:28:18.375I'll show you how.00:28:19.096 --> 00:28:21.758To create signal amongst the noise.00:28:22.018 --> 00:28:22.538It happens.00:28:22.898 --> 00:28:23.779Other people do it.00:28:24.607 --> 00:28:25.749Why not you?00:28:25.989 --> 00:28:27.170I think you have to.00:28:28.090 --> 00:28:28.951Here's one of the ways.00:28:29.731 --> 00:28:30.512Here's one of the ways I00:28:30.532 --> 00:28:32.173think people in general fall short.00:28:33.454 --> 00:28:34.996Don't tell me about a story.00:28:36.356 --> 00:28:37.817I want you to tell me a story.00:28:39.138 --> 00:28:39.779That just sounds like00:28:39.799 --> 00:28:41.280Jimmy's just using double talk.00:28:41.540 --> 00:28:43.603What I mean by this is don't00:28:43.682 --> 00:28:44.963tell me about a story.00:28:45.523 --> 00:28:46.724Yeah, a guy walked into a bar.00:28:46.744 --> 00:28:47.625It was crazy, man.00:28:47.746 --> 00:28:48.306Something happened.00:28:48.967 --> 00:28:49.126No.00:28:50.127 --> 00:28:51.288A man walks into a bar.00:28:52.144 --> 00:28:54.385He does this, and then this happens.00:28:54.405 --> 00:28:55.145There's a twist.00:28:56.027 --> 00:28:57.686You put depth into a story,00:28:58.188 --> 00:28:59.327and people are drawn in,00:28:59.688 --> 00:29:01.148and they remember the story00:29:01.169 --> 00:29:03.089and the punchline.00:29:04.130 --> 00:29:05.611Can you use the same principle?00:29:05.651 --> 00:29:06.971Don't tell me about a story.00:29:07.391 --> 00:29:09.192Tell me a story,00:29:09.211 --> 00:29:12.133and you have a chance at me00:29:12.173 --> 00:29:12.713remembering it.00:29:13.134 --> 00:29:14.114How does this relate to research?00:29:14.134 --> 00:29:14.934We're not talking about a00:29:14.974 --> 00:29:15.775man walks into a bar.00:29:16.380 --> 00:29:17.020But I think we are.00:29:17.780 --> 00:29:19.021I often see researchers00:29:19.182 --> 00:29:21.564start off a Twitter post00:29:21.744 --> 00:29:23.326about their research with a link to it,00:29:23.445 --> 00:29:24.606so that's a great chance.00:29:25.587 --> 00:29:27.148But they craft the post like this.00:29:28.509 --> 00:29:31.011We were recently published00:29:31.633 --> 00:29:33.875in this journal where we00:29:34.234 --> 00:29:36.196studied this about this.00:29:37.317 --> 00:29:40.019We is how they begin their message.00:29:40.681 --> 00:29:41.540As soon as you do that,00:29:41.922 --> 00:29:44.523you're telling me about a story.00:29:45.657 --> 00:29:46.739I need you to tell a story.00:29:47.618 --> 00:29:48.319What do I mean by that?00:29:49.760 --> 00:29:50.320Ask yourself,00:29:50.401 --> 00:29:51.201are you telling me something00:29:51.240 --> 00:29:51.761I don't know?00:29:51.981 --> 00:29:52.801Well, we were published.00:29:52.842 --> 00:29:53.522You didn't know that.00:29:53.942 --> 00:29:54.804Cool story, bro.00:29:55.084 --> 00:29:56.684Tell it again, as the kids would say.00:29:56.984 --> 00:29:59.646Is that helping me, educating me,00:29:59.926 --> 00:30:00.807or entertaining me?00:30:00.886 --> 00:30:02.807Is it making me become a smarter person?00:30:03.528 --> 00:30:03.989If you,00:30:04.328 --> 00:30:05.910because you're giving me the message,00:30:06.029 --> 00:30:07.510we published this in this,00:30:07.590 --> 00:30:08.352and we studied this,00:30:08.551 --> 00:30:09.752and you want me to go somewhere else,00:30:09.813 --> 00:30:10.752click the link to go there.00:30:11.814 --> 00:30:13.494I don't understand what I become.00:30:14.519 --> 00:30:15.160When I go there,00:30:15.359 --> 00:30:16.320I don't understand why I'm00:30:16.340 --> 00:30:18.881going to pay attention and00:30:18.980 --> 00:30:20.201spend time on your science.00:30:20.541 --> 00:30:22.741When I get there, I don't understand it.00:30:22.961 --> 00:30:24.222And you haven't explained it to me.00:30:24.502 --> 00:30:25.823You told me about a story.00:30:26.242 --> 00:30:27.644You did something and then00:30:27.723 --> 00:30:28.423something happened.00:30:28.824 --> 00:30:30.463Not intriguing, not interesting.00:30:32.265 --> 00:30:33.404Therefore, I will not follow.00:30:33.664 --> 00:30:35.086I will continue on at what00:30:35.105 --> 00:30:36.486we call the speed of swipe.00:30:37.105 --> 00:30:38.727Don't tell me about a story.00:30:39.307 --> 00:30:40.106Tell me a story.00:30:40.787 --> 00:30:42.087Paint me a picture of what I00:30:42.127 --> 00:30:43.167will learn when I get there.00:30:45.907 --> 00:30:47.607Here is a paradigm that you can use.00:30:47.808 --> 00:30:48.368I tell people,00:30:48.449 --> 00:30:49.769don't pay attention to dollars.00:30:50.568 --> 00:30:51.750Pay attention to pesos.00:30:52.269 --> 00:30:52.849What does that mean?00:30:53.730 --> 00:30:54.971Peso is an acronym.00:30:55.151 --> 00:30:56.891It's a paradigm for00:30:57.030 --> 00:30:58.230communicating and messaging.00:30:58.571 --> 00:30:59.692And it goes like this.00:31:00.211 --> 00:31:05.432Problem, agitation, solution, outcome.00:31:06.394 --> 00:31:06.933An example.00:31:07.233 --> 00:31:07.773Problem.00:31:09.315 --> 00:31:10.914A leaky pipe in your wall00:31:11.255 --> 00:31:12.654can cause thousands of00:31:12.694 --> 00:31:14.375dollars in water damage.00:31:15.230 --> 00:31:15.810That's a problem.00:31:16.330 --> 00:31:16.931Agitation.00:31:17.332 --> 00:31:18.992You might never know the00:31:19.012 --> 00:31:20.694pipe is leaking until it's00:31:21.194 --> 00:31:23.037already done irreparable damage.00:31:23.737 --> 00:31:24.337Agitation.00:31:24.837 --> 00:31:25.818Salt in the wound.00:31:26.359 --> 00:31:26.880Solution.00:31:27.461 --> 00:31:30.242Hire XYZ Plumber and we come00:31:30.343 --> 00:31:31.825and do an analysis of your00:31:31.884 --> 00:31:33.145entire plumbing system.00:31:35.387 --> 00:31:35.768Outcome.00:31:37.721 --> 00:31:38.782Sleep soundly at night00:31:38.863 --> 00:31:39.943knowing that there is no00:31:40.023 --> 00:31:41.265water damage happening at00:31:41.325 --> 00:31:42.726your house ever.00:31:43.486 --> 00:31:44.186We guarantee it.00:31:44.787 --> 00:31:48.410Problem, agitation, solution, outcome.00:31:48.630 --> 00:31:49.790It would be very different00:31:50.811 --> 00:31:52.353if XYZ Plumbing Company said,00:31:52.833 --> 00:31:54.693we are a plumbing company00:31:54.954 --> 00:31:56.715and we do plumbing analysis00:31:57.215 --> 00:31:59.518of your pipes and water damage is bad.00:32:00.878 --> 00:32:02.319That's them telling you about a story.00:32:03.996 --> 00:32:07.598In Peso, problem, agitation, solution,00:32:07.979 --> 00:32:08.419outcome.00:32:09.140 --> 00:32:11.501They are telling you a story.00:32:12.061 --> 00:32:13.462Bonus points if you can tell00:32:13.482 --> 00:32:15.164me a story about me.00:32:16.184 --> 00:32:18.086Because now there's emotion tied to it.00:32:18.787 --> 00:32:19.067But Jimmy,00:32:19.086 --> 00:32:21.068I'm not selling plumbing analysis.00:32:21.088 --> 00:32:22.289I'm not selling these things.00:32:23.510 --> 00:32:24.711But if you did research that00:32:24.791 --> 00:32:26.512finds something that is00:32:26.553 --> 00:32:27.814applicable to people you00:32:27.854 --> 00:32:29.535want to reach and you put00:32:29.575 --> 00:32:31.957it through problem, agitation, solution,00:32:32.116 --> 00:32:32.478outcome...00:32:33.288 --> 00:32:36.391it intrigues them enough to00:32:36.411 --> 00:32:37.271take the next step,00:32:38.212 --> 00:32:39.433which is click and read.00:32:39.953 --> 00:32:41.915I sort of understand enough00:32:43.396 --> 00:32:45.239of what I'm going to get or00:32:45.298 --> 00:32:48.061become if I spend time00:32:48.461 --> 00:32:50.183reading your research and00:32:50.304 --> 00:32:52.465pay attention with your work.00:32:53.886 --> 00:32:57.269That post that changes from, yeah,00:32:57.529 --> 00:32:58.912we were published in this about this,00:32:59.837 --> 00:33:01.798If you run that through Peso, problem,00:33:01.858 --> 00:33:03.298agitation, solution, outcome,00:33:04.599 --> 00:33:06.280suddenly the post isn't about you at all.00:33:06.740 --> 00:33:07.320It's not about the00:33:07.361 --> 00:33:09.162researcher or the research.00:33:10.382 --> 00:33:11.162It's about the reader.00:33:13.002 --> 00:33:13.682That's the person you're00:33:13.702 --> 00:33:14.663trying to get to understand.00:33:14.983 --> 00:33:15.824Shouldn't you design your00:33:15.844 --> 00:33:16.664communication for your00:33:16.704 --> 00:33:19.085audience and not you?00:33:20.165 --> 00:33:20.925So that is,00:33:21.165 --> 00:33:22.366if I were to have to sum one00:33:22.426 --> 00:33:23.826thing up in this whole presentation,00:33:24.667 --> 00:33:25.548if you were to understand00:33:26.763 --> 00:33:27.983Start with the end in mind00:33:28.824 --> 00:33:30.345and the end is your audience.00:33:31.285 --> 00:33:33.345Your goal is to get them to00:33:33.424 --> 00:33:35.885pay attention and then00:33:36.026 --> 00:33:37.385spend time with your work.00:33:37.766 --> 00:33:39.866That is often the first disconnect.00:33:39.886 --> 00:33:40.507There are a lot of people00:33:40.547 --> 00:33:41.866who will say communications doesn't work.00:33:42.346 --> 00:33:43.567I tweeted that we had our00:33:43.606 --> 00:33:45.448paper published 50 times, nothing.00:33:47.847 --> 00:33:51.328You took a step, but ask yourself,00:33:51.368 --> 00:33:52.209was that step effective?00:33:53.652 --> 00:33:56.453And if not, why wasn't it effective?00:33:56.775 --> 00:33:58.997Peso is just one way to communicate.00:33:59.477 --> 00:34:00.198Say it doesn't work.00:34:02.118 --> 00:34:03.840Watch your next infomercial somewhere.00:34:04.500 --> 00:34:07.544This is peso over and over and over.00:34:07.584 --> 00:34:08.344And if it didn't work,00:34:08.403 --> 00:34:09.244they wouldn't have two00:34:09.284 --> 00:34:11.306hours on Sunday morning TV00:34:11.847 --> 00:34:13.288to sell you Flex Seal.00:34:13.688 --> 00:34:14.248They just wouldn't.00:34:15.590 --> 00:34:16.251So it does work.00:34:18.463 --> 00:34:19.184At presentations,00:34:19.224 --> 00:34:20.045sometimes I'll just throw00:34:20.085 --> 00:34:21.887in a couple of onions into the audience.00:34:22.387 --> 00:34:23.668Why is the guy throwing?00:34:23.768 --> 00:34:24.989I don't understand this at all.00:34:25.369 --> 00:34:26.449He's out here throwing onions.00:34:27.351 --> 00:34:28.150Here's what I want you to00:34:28.190 --> 00:34:29.251understand with the onion.00:34:29.753 --> 00:34:30.733How do you peel an onion?00:34:31.753 --> 00:34:33.175Well, there's a couple of ways, right?00:34:33.195 --> 00:34:34.155You peel the onion,00:34:34.175 --> 00:34:35.237you start with the outside.00:34:35.956 --> 00:34:38.298What happens if you cut the onion?00:34:38.498 --> 00:34:38.798Oh, yeah.00:34:38.818 --> 00:34:40.601As soon as you cut the onion, tears.00:34:40.740 --> 00:34:41.842You try to skip a step.00:34:43.130 --> 00:34:43.871Because the right way to00:34:43.971 --> 00:34:45.931peel an onion is to start at the outside,00:34:46.311 --> 00:34:47.132find the seam,00:34:47.893 --> 00:34:50.233and then slowly peel the onion.00:34:50.333 --> 00:34:52.914Each layer will fall off, never cutting,00:34:53.195 --> 00:34:54.594never having to cry.00:34:56.056 --> 00:34:57.476Except what's in the middle of an onion?00:34:57.516 --> 00:34:59.416What's the purpose of peeling an onion?00:34:59.496 --> 00:35:00.157Is there a seed?00:35:00.197 --> 00:35:00.777Is there a pit?00:35:00.797 --> 00:35:01.777Is there something on the inside?00:35:01.818 --> 00:35:06.159No, it's onion all the way down.00:35:07.380 --> 00:35:08.420The purpose of peeling the00:35:08.500 --> 00:35:09.541onion is to peel the onion.00:35:10.521 --> 00:35:12.121The purpose of taking your research00:35:13.077 --> 00:35:14.199And breaking it down,00:35:14.478 --> 00:35:15.920peeling it open to00:35:15.960 --> 00:35:17.621communicate it is to make00:35:17.740 --> 00:35:18.942sure it's in smaller bites00:35:18.981 --> 00:35:21.403that people can see how00:35:21.443 --> 00:35:22.784they will become either00:35:22.864 --> 00:35:24.666educated or entertained if00:35:24.706 --> 00:35:26.327they spend time and pay00:35:26.367 --> 00:35:27.367attention with your research.00:35:28.088 --> 00:35:29.250So I like the onion analogy00:35:29.269 --> 00:35:31.251because the purpose of00:35:31.331 --> 00:35:32.391peeling the onion is the00:35:32.532 --> 00:35:33.532act of peeling the onion.00:35:33.552 --> 00:35:33.932That's it.00:35:33.972 --> 00:35:34.813That's the whole point.00:35:35.753 --> 00:35:37.936It's onion all the way down.00:35:38.956 --> 00:35:41.277That to me is the second00:35:41.318 --> 00:35:42.159most popular analogy.00:35:43.219 --> 00:35:44.121missed opportunity with00:35:44.161 --> 00:35:45.981communicating research is people like,00:35:46.041 --> 00:35:46.762I don't have time.00:35:47.182 --> 00:35:47.762Remember the three T's.00:35:47.782 --> 00:35:48.322I don't have time.00:35:48.664 --> 00:35:49.483So I'm just going to cut to00:35:49.503 --> 00:35:51.085the chase and just give them the onion.00:35:51.105 --> 00:35:52.146So you cut the onion in half00:35:52.545 --> 00:35:53.527and you throw it on Instagram.00:35:53.547 --> 00:35:54.266You put it on Twitter.00:35:54.286 --> 00:35:55.628You share it on Facebook and00:35:55.648 --> 00:35:57.708people look at it and they're like, no,00:35:58.389 --> 00:35:59.771no, I reject this.00:36:00.391 --> 00:36:01.291But if you took the time to00:36:01.411 --> 00:36:02.831peel it and make sure they00:36:02.972 --> 00:36:04.534understood what they would become,00:36:04.574 --> 00:36:06.514if they took time with your onion,00:36:07.275 --> 00:36:08.155you got a chance for them00:36:08.195 --> 00:36:09.876to pay attention and spend time.00:36:11.038 --> 00:36:12.920Here's the third most00:36:13.000 --> 00:36:14.900popular failure in00:36:14.940 --> 00:36:17.003communicating science from my opinion.00:36:18.244 --> 00:36:19.824And it has to do with my00:36:19.865 --> 00:36:22.648Jeep and features versus benefits.00:36:23.148 --> 00:36:24.789So I got a red Jeep in my driveway.00:36:25.690 --> 00:36:25.990Love it.00:36:26.130 --> 00:36:27.192Always wanted a Jeep growing up.00:36:27.231 --> 00:36:27.711Now I have one.00:36:27.831 --> 00:36:29.293I'm an adult making adult decisions.00:36:29.313 --> 00:36:32.175I have a Jeep red four wheel00:36:32.416 --> 00:36:35.097drive Jeep Wrangler hard top,00:36:35.838 --> 00:36:36.739but the hard top comes off.00:36:38.512 --> 00:36:40.815Those are all features of the Jeep.00:36:41.014 --> 00:36:43.416Those are all features of my Wrangler.00:36:44.077 --> 00:36:44.898But to be honest,00:36:46.318 --> 00:36:47.420I didn't buy the Wrangler00:36:47.480 --> 00:36:48.661for any of those features.00:36:48.960 --> 00:36:49.380Not one.00:36:50.702 --> 00:36:52.744I bought them for the benefits.00:36:53.764 --> 00:36:54.625Benefits of a Jeep.00:36:55.025 --> 00:36:55.445What are they?00:36:55.485 --> 00:36:56.686Well, I mentioned the features, right?00:36:56.806 --> 00:36:57.507Four-wheel drive.00:36:57.807 --> 00:36:58.027Red.00:37:00.376 --> 00:37:02.358Four-door hardtop convertible.00:37:02.478 --> 00:37:03.420Those are the features.00:37:03.659 --> 00:37:05.141That's what we listed on the sticker.00:37:05.740 --> 00:37:06.621Features are facts.00:37:07.202 --> 00:37:08.762But we don't buy things on features.00:37:09.003 --> 00:37:09.724We think we do.00:37:11.204 --> 00:37:11.826I'll push back.00:37:12.025 --> 00:37:12.806I want to know if you agree00:37:12.846 --> 00:37:13.766or disagree in the comments.00:37:13.967 --> 00:37:14.668If you're still watching.00:37:14.688 --> 00:37:15.668If you're still paying attention.00:37:16.289 --> 00:37:17.489We don't buy things on features.00:37:18.492 --> 00:37:19.152Not until later.00:37:19.773 --> 00:37:20.793Not until a benefit has00:37:20.833 --> 00:37:22.594hooked us and we can picture something.00:37:22.753 --> 00:37:24.153Now, here are the benefits of my Jeep.00:37:24.253 --> 00:37:26.695Remember, four-wheel drive, four-door,00:37:27.054 --> 00:37:28.775red hardtop convertible.00:37:29.536 --> 00:37:31.815Features, facts, tangible.00:37:32.195 --> 00:37:33.577We don't respond to those as00:37:33.657 --> 00:37:34.577well as we think we do.00:37:35.137 --> 00:37:36.677We respond to benefits.00:37:37.057 --> 00:37:37.898We don't have friends with00:37:37.938 --> 00:37:39.038features in college, do we?00:37:40.878 --> 00:37:41.719We have friends with benefits.00:37:42.059 --> 00:37:42.378I said it.00:37:43.635 --> 00:37:44.434Here are the benefits.00:37:44.755 --> 00:37:45.396Remember the features.00:37:45.576 --> 00:37:47.137Four-wheel drive, red, four-door,00:37:47.257 --> 00:37:48.036hardtop convertible.00:37:48.237 --> 00:37:49.056Now the benefits.00:37:49.338 --> 00:37:50.878Why I actually bought this Jeep.00:37:50.978 --> 00:37:51.778Four-wheel drive.00:37:52.798 --> 00:37:53.800Do you think a little snow00:37:53.840 --> 00:37:54.760in upstate New York ever00:37:54.800 --> 00:37:56.081stops me from going where I want to go?00:37:56.800 --> 00:37:57.440Absolutely not.00:37:58.202 --> 00:37:58.601A story.00:37:59.021 --> 00:37:59.702You can picture that.00:38:00.123 --> 00:38:00.922It touches an emotion.00:38:01.123 --> 00:38:02.804That's a benefit, not a feature.00:38:03.264 --> 00:38:03.903It's red.00:38:04.565 --> 00:38:05.465Jimmy's not subtle.00:38:06.485 --> 00:38:08.646When I pull into a parking lot with my red,00:38:09.266 --> 00:38:10.766fire engine red Jeep Wrangler,00:38:11.288 --> 00:38:11.927people pay attention.00:38:12.545 --> 00:38:13.425I don't want a subtle car.00:38:13.626 --> 00:38:14.666I want a car that stands out.00:38:15.186 --> 00:38:16.807That's a benefit to me.00:38:16.827 --> 00:38:18.588That's why I picked that red00:38:18.688 --> 00:38:20.389one and not a white one or a subtle one.00:38:21.210 --> 00:38:21.931That's a benefit.00:38:22.130 --> 00:38:22.871Red is the feature.00:38:23.271 --> 00:38:24.411Benefit is it stands out.00:38:26.632 --> 00:38:27.152Four-door.00:38:27.672 --> 00:38:29.014You ever think I leave a friend behind?00:38:29.293 --> 00:38:29.454No.00:38:29.713 --> 00:38:31.554I fit the whole party in my Wrangler.00:38:31.775 --> 00:38:32.655We go wherever we want to go.00:38:34.076 --> 00:38:35.936That's a benefit, not a feature.00:38:36.097 --> 00:38:36.938Feature's four doors.00:38:36.958 --> 00:38:37.557That's fact.00:38:37.657 --> 00:38:38.599What do I get out of it?00:38:38.659 --> 00:38:39.478That's the benefit.00:38:40.139 --> 00:38:41.179Hard top convertible.00:38:41.856 --> 00:38:43.016Well, you can touch the hard top.00:38:43.777 --> 00:38:44.557What's the benefit?00:38:44.978 --> 00:38:45.137Well,00:38:45.177 --> 00:38:48.639I'm covered until I don't want to be.00:38:49.059 --> 00:38:50.460And then I go from covered00:38:50.980 --> 00:38:54.141to wind in my hair in 90 seconds or less.00:38:55.221 --> 00:38:56.081Most of the time,00:38:56.561 --> 00:38:58.141I see research communicated00:38:58.601 --> 00:39:01.202and it's a focus on features.00:39:02.443 --> 00:39:04.264I need you to explain the00:39:04.364 --> 00:39:07.204benefits at least until I00:39:07.244 --> 00:39:08.704get close enough to your work00:39:11.148 --> 00:39:12.771I need you to leave with benefits.00:39:14.132 --> 00:39:15.313Help me understand what I00:39:15.353 --> 00:39:18.297will become after I consume00:39:18.317 --> 00:39:18.856your research.00:39:20.038 --> 00:39:21.159Paint me a picture.00:39:21.699 --> 00:39:23.481Don't tell me about a story.00:39:23.983 --> 00:39:24.742Tell me a story.00:39:25.123 --> 00:39:27.585What I will become, what I need to know if,00:39:28.206 --> 00:39:30.789if I watch the movie,00:39:31.289 --> 00:39:33.693if I go download and read the paper.00:39:34.762 --> 00:39:36.523Focus on benefits.00:39:36.922 --> 00:39:38.925I see many people focused on features.00:39:39.105 --> 00:39:39.905And I know it feels safe00:39:40.166 --> 00:39:41.246because features are facts.00:39:41.626 --> 00:39:42.606And we're scientists.00:39:43.146 --> 00:39:44.208And it's a world of facts.00:39:45.009 --> 00:39:46.088But humans are reading this.00:39:46.369 --> 00:39:47.590And humans are big, dumb animals,00:39:47.650 --> 00:39:48.771as my psychology friends say.00:39:48.811 --> 00:39:49.552We're big, dumb animals.00:39:49.851 --> 00:39:51.012And we react to emotion.00:39:51.213 --> 00:39:52.753I'm not telling you to make anything up.00:39:52.793 --> 00:39:53.514I had a question from the00:39:53.554 --> 00:39:54.914audience at CSM when I presented this.00:39:55.514 --> 00:39:57.195We have to invent benefits?00:39:57.356 --> 00:39:57.856No, no, no, no, no.00:39:59.032 --> 00:40:00.134If there's no benefit to me00:40:00.213 --> 00:40:00.914reading your research,00:40:01.253 --> 00:40:01.954I probably shouldn't be00:40:01.974 --> 00:40:02.894spending time with it anyway.00:40:03.554 --> 00:40:05.235If you're telling me it has a benefit,00:40:05.755 --> 00:40:07.016I'm telling you to explain00:40:07.056 --> 00:40:08.797it to me simply.00:40:09.717 --> 00:40:10.378And if you don't,00:40:11.278 --> 00:40:12.559we move with the speed of swipe,00:40:13.340 --> 00:40:15.201you will continue and your00:40:15.240 --> 00:40:17.302work will continue to be ignored.00:40:18.262 --> 00:40:19.163I mentioned this phrase00:40:19.503 --> 00:40:21.103several times throughout00:40:21.123 --> 00:40:21.844this presentation.00:40:22.065 --> 00:40:24.385I use these phrases a lot, these two.00:40:25.913 --> 00:40:28.054Pay attention and spend time.00:40:28.574 --> 00:40:32.135Pay attention, spend time.00:40:32.815 --> 00:40:33.954You've yelled these to your kids.00:40:34.135 --> 00:40:34.775Pay attention.00:40:35.135 --> 00:40:36.275Spend some time on your homework.00:40:36.715 --> 00:40:37.436Pay attention.00:40:38.317 --> 00:40:39.617Spend some time mowing the lawn.00:40:40.137 --> 00:40:41.697Hey, pay attention.00:40:42.938 --> 00:40:44.318This is what you're trying to do,00:40:45.099 --> 00:40:45.378isn't it?00:40:46.418 --> 00:40:47.179You're trying to get people00:40:47.219 --> 00:40:48.019to pay attention to your00:40:48.059 --> 00:40:49.340work and spend time reading00:40:49.400 --> 00:40:50.099or consuming it.00:40:50.860 --> 00:40:52.521Except here's how I look at00:40:52.561 --> 00:40:53.300these two phrases.00:40:53.681 --> 00:40:55.581They are transactional phrases.00:40:58.728 --> 00:41:03.170Pay and spend attention and time.00:41:03.570 --> 00:41:05.751You want their attention and time.00:41:06.271 --> 00:41:08.012Therefore, I push back at you and say,00:41:08.233 --> 00:41:10.574then you must pay and spend.00:41:11.653 --> 00:41:13.375And it doesn't have to be money.00:41:14.735 --> 00:41:16.856Not all transactions are00:41:16.936 --> 00:41:18.076monetary transactions.00:41:18.637 --> 00:41:19.456Reading your research,00:41:19.577 --> 00:41:20.516even if it's open access,00:41:21.097 --> 00:41:22.657still requires a cost.00:41:24.659 --> 00:41:27.340My most valuable asset, my attention.00:41:28.771 --> 00:41:29.271and my time.00:41:30.353 --> 00:41:31.753So remember, just read this.00:41:31.853 --> 00:41:32.853Why don't more people just00:41:32.913 --> 00:41:33.773read the research?00:41:33.853 --> 00:41:36.514How come 17 years from00:41:37.474 --> 00:41:38.235published to practice?00:41:38.996 --> 00:41:39.195Why?00:41:39.215 --> 00:41:39.655It's free.00:41:39.695 --> 00:41:40.516I don't understand.00:41:40.835 --> 00:41:42.137We've never been more connected.00:41:42.157 --> 00:41:42.456Remember?00:41:42.797 --> 00:41:44.456So many things are being shared every day.00:41:44.918 --> 00:41:46.757How come my stuff gets lost00:41:46.818 --> 00:41:48.039in the signal-to-noise ratio?00:41:49.318 --> 00:41:51.739Approach it as a transaction.00:41:52.539 --> 00:41:54.960Make sure I understand after00:41:55.061 --> 00:41:57.442I pay what I'm going to get.00:41:58.313 --> 00:42:00.235Make sure you lead with that benefit,00:42:01.056 --> 00:42:02.456and then you have a chance00:42:02.577 --> 00:42:04.277to get someone to pay00:42:04.918 --> 00:42:07.940attention and spend time.00:42:09.101 --> 00:42:09.402All right,00:42:09.581 --> 00:42:11.224so these are the big reasons why00:42:11.284 --> 00:42:13.025I see research not00:42:13.065 --> 00:42:14.885spreading or science not spreading,00:42:16.067 --> 00:42:17.327people not paying attention00:42:17.407 --> 00:42:18.329or spending time.00:42:19.420 --> 00:42:22.041And someone asked, this sounds like a lot.00:42:22.061 --> 00:42:23.041Is there anyone that can help?00:42:23.161 --> 00:42:23.440Yes.00:42:24.380 --> 00:42:24.661Yes.00:42:25.161 --> 00:42:26.101Do you have to do this alone?00:42:26.342 --> 00:42:26.581No.00:42:27.141 --> 00:42:27.641I exist.00:42:27.942 --> 00:42:29.722Other people, many like me, exist.00:42:31.222 --> 00:42:32.402And you can do it one of three ways.00:42:33.063 --> 00:42:34.903You can communicate your science yourself.00:42:34.983 --> 00:42:36.063I bought a house two years ago.00:42:36.324 --> 00:42:37.463I learned what DIY means.00:42:37.744 --> 00:42:39.425It means an empty wallet.00:42:40.905 --> 00:42:41.885But you're going to do it yourself.00:42:42.306 --> 00:42:43.166You can do it your own way.00:42:43.286 --> 00:42:44.545You have an intimate00:42:44.585 --> 00:42:45.465knowledge with your research.00:42:45.885 --> 00:42:47.347But maybe you haven't communicated before.00:42:47.367 --> 00:42:47.907That's okay.00:42:48.902 --> 00:42:50.063There's a website I will00:42:50.083 --> 00:42:51.123throw out right now that00:42:51.164 --> 00:42:52.784can help you learn to communicate better.00:42:53.445 --> 00:42:59.170And it is G, write this down, O-O-G-L-E.00:42:59.210 --> 00:42:59.710It's Google.00:43:00.371 --> 00:43:01.391There is an answer to your00:43:01.411 --> 00:43:01.851problem on how to00:43:01.891 --> 00:43:03.152communicate science if you00:43:03.193 --> 00:43:03.994are willing to look for it.00:43:04.054 --> 00:43:04.954You can do it yourself.00:43:05.514 --> 00:43:06.715You can have someone do it with you.00:43:07.876 --> 00:43:09.378D-W-Y.00:43:09.677 --> 00:43:10.539If you work at a major00:43:10.579 --> 00:43:12.280institution like a university...00:43:13.132 --> 00:43:14.911or a large organization, there are people,00:43:14.931 --> 00:43:15.753a lot of times,00:43:16.253 --> 00:43:16.992might be actually called00:43:17.072 --> 00:43:18.672marketers or communicators00:43:19.373 --> 00:43:20.853who can help with that.00:43:21.733 --> 00:43:22.793And they can help you along the way.00:43:22.954 --> 00:43:25.134These are the people in your neighborhood.00:43:25.353 --> 00:43:26.094These people can help you.00:43:26.934 --> 00:43:27.775And there are also people00:43:27.815 --> 00:43:30.074who will do it for you, right?00:43:30.094 --> 00:43:31.175And that obviously requires00:43:31.195 --> 00:43:32.735a different kind of relationship.00:43:32.775 --> 00:43:34.195Maybe you hire an organization.00:43:35.275 --> 00:43:35.996I have been hired by00:43:36.056 --> 00:43:37.317organizations who have00:43:37.376 --> 00:43:39.197baked communication in from the start.00:43:40.423 --> 00:43:41.184And they have put me on00:43:41.204 --> 00:43:42.485their grant and said,00:43:42.625 --> 00:43:43.706part of the funding will go00:43:43.746 --> 00:43:45.706to communicating after the00:43:45.726 --> 00:43:46.748paper has been published.00:43:48.048 --> 00:43:49.070Because wasn't that the point?00:43:49.170 --> 00:43:51.251The person giving the grant is like, okay,00:43:51.271 --> 00:43:52.152so you're going to get published.00:43:52.552 --> 00:43:54.233If you can highlight to them, no,00:43:54.432 --> 00:43:55.994we're not stopping at the 17-yard line.00:43:56.134 --> 00:43:57.414We're punching this thing in the end zone.00:43:58.596 --> 00:43:59.275And you include a00:43:59.335 --> 00:44:00.717communicator on your team00:44:03.278 --> 00:44:04.320to achieve understanding.00:44:05.224 --> 00:44:07.005I would love to see an00:44:07.045 --> 00:44:09.188organization push back at00:44:09.228 --> 00:44:10.208that if they were giving00:44:10.248 --> 00:44:12.150out a grant and say, no, no, no.00:44:12.190 --> 00:44:13.632We're not part of that.00:44:13.672 --> 00:44:14.331Can't include that.00:44:14.371 --> 00:44:15.413We don't want you to communicate.00:44:15.452 --> 00:44:16.753We want you to publish it00:44:16.773 --> 00:44:18.315and then just be done.00:44:19.175 --> 00:44:20.536I would love to be in that conversation.00:44:20.556 --> 00:44:21.557I'm not saying it doesn't happen,00:44:21.958 --> 00:44:23.199but I don't think it would.00:44:23.458 --> 00:44:24.219I've been a part of it.00:44:26.141 --> 00:44:27.862So those are the situations.00:44:28.342 --> 00:44:28.902Great, Jimmy.00:44:28.983 --> 00:44:30.403Thanks for mapping that out for us.00:44:32.146 --> 00:44:33.507What do I do about this?00:44:34.007 --> 00:44:34.867How do we fix it?00:44:35.864 --> 00:44:38.068Here's a slide that comes up in my brain,00:44:38.329 --> 00:44:39.050in my sleep,00:44:39.230 --> 00:44:41.795whenever I am asked to00:44:41.835 --> 00:44:42.695communicate something and00:44:42.715 --> 00:44:43.898to help someone communicate something.00:44:45.320 --> 00:44:46.202Take a screenshot of this.00:44:47.775 --> 00:44:48.976This is what goes in my brain.00:44:49.297 --> 00:44:49.416Now,00:44:49.496 --> 00:44:50.436I learned communications and00:44:50.456 --> 00:44:52.378journalism from a Franciscan friar.00:44:52.398 --> 00:44:54.137I went to Catholic University.00:44:54.478 --> 00:44:55.878So they love to break things down.00:44:56.139 --> 00:44:57.260They sound so prophetic.00:44:57.820 --> 00:44:59.199And they broke everything down.00:44:59.940 --> 00:45:01.900There are six questions that you can ask.00:45:02.101 --> 00:45:03.561That's it, said Brother Basil.00:45:03.882 --> 00:45:06.463Who, what, where, when, why, and how.00:45:07.003 --> 00:45:07.822Just six questions.00:45:07.902 --> 00:45:09.324Now, there's an infinite variation,00:45:10.143 --> 00:45:11.945amount of variation of those questions.00:45:12.878 --> 00:45:13.599But if you'll notice,00:45:13.699 --> 00:45:14.579and you're a quick counter,00:45:15.420 --> 00:45:16.561Jimmy's actually got seven00:45:16.641 --> 00:45:17.521questions on the screen.00:45:17.621 --> 00:45:18.682So let's go through this real quick.00:45:20.565 --> 00:45:21.706Does it matter who you're00:45:21.746 --> 00:45:22.666communicating to?00:45:22.927 --> 00:45:23.927That's the first question.00:45:24.047 --> 00:45:26.949Simon Sinek's book, Start With Why,00:45:27.851 --> 00:45:28.972and the subsequent TED Talk00:45:30.112 --> 00:45:31.434is the most viewed TED Talk in the world.00:45:31.733 --> 00:45:33.094Simon Sinek says you start with why.00:45:33.876 --> 00:45:35.878I disagree with Mr. Sinek in a good way.00:45:36.891 --> 00:45:37.952And I think he would agree with me.00:45:38.414 --> 00:45:39.675You don't really start with why,00:45:39.695 --> 00:45:40.755but you got to get to why.00:45:41.235 --> 00:45:42.097And the only way to get to00:45:42.137 --> 00:45:43.878why is by starting with who.00:45:44.800 --> 00:45:46.942I have a best friend and I have a gammy.00:45:48.083 --> 00:45:49.885And I speak about different00:45:49.925 --> 00:45:51.487things in different ways,00:45:51.806 --> 00:45:53.248depending on who I'm talking to.00:45:54.128 --> 00:45:57.612The who changes everything after that.00:45:58.172 --> 00:45:58.673Remember that.00:46:00.403 --> 00:46:02.425This paradigm, this walkthrough,00:46:02.505 --> 00:46:04.186is for every single one of00:46:04.226 --> 00:46:04.885your audiences.00:46:05.425 --> 00:46:06.146Pay attention to that.00:46:06.606 --> 00:46:07.306It starts with who.00:46:08.606 --> 00:46:08.947Next up,00:46:08.967 --> 00:46:11.188you'll see the repetition of the00:46:11.228 --> 00:46:11.809question what.00:46:11.849 --> 00:46:13.409That's how we go from six Ws,00:46:13.489 --> 00:46:14.670six questions, to seven.00:46:15.550 --> 00:46:17.190On the left side of that Venn diagram,00:46:17.851 --> 00:46:19.150I have organizations or00:46:19.190 --> 00:46:21.652people list all the problems,00:46:22.393 --> 00:46:25.454the barriers, that their who might have.00:46:26.704 --> 00:46:28.324On the flip side, I say list all the goals,00:46:28.405 --> 00:46:29.525the things they want to become,00:46:29.764 --> 00:46:30.664the things they can't get00:46:30.724 --> 00:46:31.764to because of the barriers.00:46:32.106 --> 00:46:33.025I call them bads and goods.00:46:33.465 --> 00:46:34.326Give me your bads and goods.00:46:34.365 --> 00:46:35.306I'm a left side of that what?00:46:37.347 --> 00:46:38.467On the right side of that what,00:46:38.567 --> 00:46:40.268I say list all the advantages,00:46:40.807 --> 00:46:42.568the things that you know about,00:46:42.628 --> 00:46:44.289the things that your research can teach.00:46:45.469 --> 00:46:46.369Do that on the right side of00:46:46.389 --> 00:46:47.090the Venn diagram.00:46:49.615 --> 00:46:50.297Put them all down.00:46:50.896 --> 00:46:52.478And where you see the same00:46:52.538 --> 00:46:54.780word pop up on the left and the right,00:46:55.900 --> 00:46:57.021that gets listed in the center.00:46:57.702 --> 00:46:58.543And that is what's known as00:46:58.563 --> 00:47:00.003your shared why.00:47:01.085 --> 00:47:02.465Those are the reasons people00:47:02.505 --> 00:47:04.067should pay attention and00:47:04.206 --> 00:47:05.969spend time with your00:47:05.989 --> 00:47:07.730research or information or00:47:07.809 --> 00:47:08.951product or service.00:47:10.052 --> 00:47:11.793Focus on your shared why.00:47:12.072 --> 00:47:13.233Now, from here on out,00:47:13.313 --> 00:47:14.855I agree with Simon Sinek.00:47:15.056 --> 00:47:16.336Now the real work begins.00:47:17.255 --> 00:47:18.498is now we have a shared why.00:47:18.518 --> 00:47:19.699It becomes very clear.00:47:20.059 --> 00:47:20.800It becomes simple,00:47:20.860 --> 00:47:21.721not easy to communicate00:47:21.760 --> 00:47:22.983after you understand your shared why.00:47:23.523 --> 00:47:24.644And from there, look at the steps.00:47:24.925 --> 00:47:25.626How, where, and when?00:47:27.208 --> 00:47:27.568How, where,00:47:27.588 --> 00:47:28.668and when will you communicate this?00:47:28.789 --> 00:47:29.911You know what you're communicating.00:47:29.931 --> 00:47:30.952We just solved that because00:47:30.972 --> 00:47:31.572we started with who.00:47:32.313 --> 00:47:34.016We asked what they wanted to00:47:34.056 --> 00:47:35.117become but couldn't because00:47:35.137 --> 00:47:35.717of their bads.00:47:36.963 --> 00:47:38.784We understood what value we bring,00:47:38.985 --> 00:47:40.405what areas we're experts on00:47:40.445 --> 00:47:41.427or our research are experts on,00:47:41.586 --> 00:47:43.528where those two things cross are our why.00:47:43.969 --> 00:47:44.789You should only be00:47:45.110 --> 00:47:46.952communicating about those00:47:47.331 --> 00:47:49.414whys to that audience about that project.00:47:49.733 --> 00:47:51.315And it gets simple after that.00:47:51.614 --> 00:47:52.235How, where, when?00:47:52.936 --> 00:47:53.856How are you going to communicate it?00:47:54.137 --> 00:47:55.199Where are you going to communicate it?00:47:55.458 --> 00:47:56.480When are you going to communicate it?00:47:57.500 --> 00:47:58.561How do those steps look?00:47:59.521 --> 00:48:00.382That's where we dive in here.00:48:02.246 --> 00:48:03.447This is your content pyramid.00:48:04.028 --> 00:48:06.152So I start figuring out my00:48:06.271 --> 00:48:08.213messaging in the previous slide,00:48:08.293 --> 00:48:08.675this one.00:48:09.936 --> 00:48:12.559Once I understand a paper, an organization,00:48:12.599 --> 00:48:16.324and ad campaigns, why, it becomes simple.00:48:16.543 --> 00:48:17.445I move on to this step.00:48:19.501 --> 00:48:20.362And it's in three steps.00:48:20.663 --> 00:48:21.282Love threes.00:48:21.963 --> 00:48:22.483Love threes.00:48:23.045 --> 00:48:24.226So here's your content pyramid.00:48:24.385 --> 00:48:25.626You start with pillar content.00:48:26.186 --> 00:48:27.047That's at the very top.00:48:27.467 --> 00:48:28.548It's a lot of effort to00:48:28.608 --> 00:48:29.869create pillar content,00:48:29.949 --> 00:48:30.871but everything else,00:48:30.931 --> 00:48:32.172it holds up everything else.00:48:32.192 --> 00:48:33.552That's why we call it pillar content.00:48:34.092 --> 00:48:35.213And that pillar content,00:48:35.313 --> 00:48:36.175remember we discussed what00:48:36.335 --> 00:48:38.836media or content was, it holds true.00:48:39.016 --> 00:48:39.336Look at that.00:48:40.498 --> 00:48:44.240Sound, words, video, live stream, content.00:48:45.012 --> 00:48:46.592Meeting, in-person or virtual.00:48:46.974 --> 00:48:48.074This is pillar content.00:48:48.835 --> 00:48:49.396Keep it simple.00:48:49.476 --> 00:48:50.817Remember, it's two cans and a string.00:48:51.297 --> 00:48:52.117This is words.00:48:52.798 --> 00:48:54.679This is audio, video, pictures.00:48:55.181 --> 00:48:55.800Keep it simple.00:48:56.081 --> 00:48:57.302But it's pillar content.00:48:58.943 --> 00:48:59.905After pillar content,00:48:59.945 --> 00:49:00.945can we do anything with that?00:49:00.965 --> 00:49:01.606Well, of course.00:49:02.606 --> 00:49:04.409We create what's called micro content.00:49:04.949 --> 00:49:05.650You've seen this.00:49:05.750 --> 00:49:06.570You know what this is.00:49:06.871 --> 00:49:07.490You've seen this.00:49:08.552 --> 00:49:09.932A piece of pillar content00:49:09.952 --> 00:49:11.554might be a Yankee game.00:49:12.775 --> 00:49:14.157The broadcast of a Yankee game.00:49:14.697 --> 00:49:15.798That is pillar content.00:49:15.858 --> 00:49:17.239A lot of effort to get all00:49:17.280 --> 00:49:18.461those people together and film it,00:49:18.501 --> 00:49:19.382record it, play the game.00:49:20.684 --> 00:49:22.085Piece of micro-content is a00:49:22.204 --> 00:49:24.146clip from the game or a00:49:24.367 --> 00:49:26.489photo from the game or a00:49:26.568 --> 00:49:28.030bit of audio recapping,00:49:28.190 --> 00:49:30.012a play-by-play of the game.00:49:32.876 --> 00:49:33.255Finally,00:49:33.275 --> 00:49:34.317what are you going to do with the00:49:34.376 --> 00:49:36.338pillar content, the micro-content?00:49:38.168 --> 00:49:39.228You've got to distribute00:49:39.349 --> 00:49:42.070that content on TV or on00:49:42.150 --> 00:49:45.193Twitter or on Instagram or on YouTube.00:49:46.554 --> 00:49:47.135And then finally,00:49:47.155 --> 00:49:48.355the researchers love this part.00:49:49.456 --> 00:49:51.757When you're done creating and distributing,00:49:52.358 --> 00:49:53.159you want to analyze.00:49:54.139 --> 00:49:55.581On which platform did I get00:49:55.601 --> 00:49:56.400the most engagement?00:49:57.161 --> 00:49:58.043Was it my message?00:49:59.065 --> 00:50:00.425or the actual content that00:50:00.485 --> 00:50:01.306worked well or didn't.00:50:01.447 --> 00:50:02.188Could I improve?00:50:02.367 --> 00:50:02.748How and where?00:50:02.788 --> 00:50:03.949This is where objective data comes in.00:50:04.230 --> 00:50:05.911I call it the audience engagement loop.00:50:06.371 --> 00:50:07.313Every month I take a look at00:50:07.413 --> 00:50:08.753everything I shared last month and I go,00:50:08.994 --> 00:50:10.114hey, what popped off, man?00:50:10.835 --> 00:50:11.295What was it?00:50:11.635 --> 00:50:12.797Let's see if we can figure out why.00:50:12.818 --> 00:50:14.119Let's take our best educated guess.00:50:14.418 --> 00:50:15.119Was it the content?00:50:15.360 --> 00:50:16.340Was it how I delivered it?00:50:16.581 --> 00:50:17.141Was it when?00:50:17.221 --> 00:50:17.762Was it luck?00:50:18.342 --> 00:50:19.123Let's figure that out.00:50:20.344 --> 00:50:21.445So I want you to pay attention to this.00:50:21.485 --> 00:50:23.806This is your content pyramid.00:50:24.786 --> 00:50:26.387At the top, though, if you're a researcher,00:50:26.407 --> 00:50:27.648you're like, I don't host a podcast.00:50:27.668 --> 00:50:28.608I don't write for a blog.00:50:28.630 --> 00:50:29.409I don't do videos.00:50:30.210 --> 00:50:31.972Well, those words are universal.00:50:32.731 --> 00:50:36.333Your paper is your pillar content.00:50:36.554 --> 00:50:37.375I'm telling you,00:50:38.155 --> 00:50:39.295simply taking a screenshot00:50:39.315 --> 00:50:40.217of the abstract and putting00:50:40.257 --> 00:50:41.838it on Instagram is not enough.00:50:43.398 --> 00:50:45.920You need a process,00:50:45.981 --> 00:50:47.360we discussed that in the three Ps,00:50:47.521 --> 00:50:49.222to be able to mass-produce00:50:50.130 --> 00:50:52.632clear and digestible pieces of content,00:50:52.652 --> 00:50:53.713pieces of micro content,00:50:54.514 --> 00:50:55.634to get people to understand00:50:55.673 --> 00:50:56.335why they should pay00:50:57.014 --> 00:50:59.496attention and spend time00:51:00.797 --> 00:51:01.458with your research.00:51:02.438 --> 00:51:04.760If you do not do this, and it sounds hard,00:51:04.800 --> 00:51:06.280I'm telling you it's simple but not easy,00:51:07.141 --> 00:51:08.862you will continue to get00:51:08.942 --> 00:51:13.065the response of your research as a whole.00:51:14.246 --> 00:51:15.545Don't be upset with the00:51:15.585 --> 00:51:16.467results you don't get.00:51:17.429 --> 00:51:18.789from the work that you are not doing.00:51:18.989 --> 00:51:20.190I am not telling you that00:51:20.231 --> 00:51:21.092it's all your fault.00:51:21.271 --> 00:51:22.193I'm just laying it out.00:51:22.773 --> 00:51:23.614These are the problems.00:51:24.193 --> 00:51:26.655This is how it is solved in00:51:26.795 --> 00:51:28.998other organizations, in other industries,00:51:29.018 --> 00:51:29.797in other professions.00:51:30.679 --> 00:51:32.480Simple, but not easy.00:51:33.041 --> 00:51:33.902Now we start to get quick.00:51:33.922 --> 00:51:36.884I'm going to give you the00:51:36.943 --> 00:51:40.106strengths of each type of content.00:51:40.186 --> 00:51:40.847So audio.00:51:42.483 --> 00:51:44.043Audio can get really in-depth.00:51:44.182 --> 00:51:45.324Is this content the right00:51:45.403 --> 00:51:46.884content for your research00:51:46.923 --> 00:51:47.983or your product or your service?00:51:48.543 --> 00:51:50.804Audio, strength in conversations.00:51:51.105 --> 00:51:51.784It's mobile.00:51:51.824 --> 00:51:52.664You can listen to it.00:51:52.684 --> 00:51:53.646The audience can listen to00:51:53.686 --> 00:51:54.786it while they do other things.00:51:56.146 --> 00:51:57.427Interviews, narratives,00:51:57.746 --> 00:51:58.806roundtable discussions.00:51:58.887 --> 00:52:00.527That's how you might be able to use audio.00:52:00.586 --> 00:52:01.266How about writing?00:52:02.007 --> 00:52:03.208Write something on a website.00:52:03.288 --> 00:52:05.427Great for search engine optimization.00:52:05.447 --> 00:52:06.728That's fancy talk for if00:52:06.768 --> 00:52:07.748someone Googles something,00:52:08.548 --> 00:52:10.009Google might think you are the answer.00:52:10.028 --> 00:52:11.010You might pop up as the00:52:11.090 --> 00:52:12.010answer to their question.00:52:12.920 --> 00:52:14.461gives you the appearance of00:52:14.501 --> 00:52:15.742what's called thought leadership.00:52:16.324 --> 00:52:17.644How can you execute on this?00:52:18.065 --> 00:52:20.786Articles, how-to guides, listicles.00:52:21.208 --> 00:52:23.009A listicle is seven ways to00:52:23.028 --> 00:52:23.889get the beach body.00:52:26.411 --> 00:52:28.313You can mock supermarket00:52:28.373 --> 00:52:30.534checkout magazines all you want,00:52:30.675 --> 00:52:31.856except they're still around.00:52:33.436 --> 00:52:33.516Now,00:52:33.536 --> 00:52:35.119their content might not be what you're00:52:35.338 --> 00:52:36.920interested in as a researcher,00:52:37.340 --> 00:52:39.262but how they communicate those things.00:52:41.175 --> 00:52:41.896People fall for them.00:52:42.556 --> 00:52:43.217Fall for them.00:52:43.376 --> 00:52:44.938They pay attention and spend00:52:44.998 --> 00:52:45.498time with them.00:52:46.440 --> 00:52:47.721Video, the strength of video,00:52:47.800 --> 00:52:49.461engaging visuals and storytelling.00:52:49.963 --> 00:52:53.726You can do documentaries, tutorials, vlogs,00:52:54.306 --> 00:52:56.449live streams, real-time engagement.00:52:56.489 --> 00:52:57.469What I am doing right now,00:52:57.509 --> 00:52:58.449this is very meta.00:52:58.550 --> 00:52:59.710I am doing a live stream00:52:59.851 --> 00:53:01.293about teaching you about live streams.00:53:02.813 --> 00:53:03.693Behind the scenes,00:53:03.954 --> 00:53:04.434you could have00:53:04.494 --> 00:53:05.514conversations or give a00:53:05.574 --> 00:53:06.755presentation live.00:53:07.635 --> 00:53:09.056Webinars or online meetings,00:53:09.356 --> 00:53:10.735real-time learning and interaction,00:53:10.956 --> 00:53:13.036that's like a closed-door live stream,00:53:13.577 --> 00:53:15.057educational sessions, Q&A,00:53:15.117 --> 00:53:15.978or demonstrations.00:53:16.518 --> 00:53:17.139Those are different,00:53:17.179 --> 00:53:19.480just a couple different types of media,00:53:19.981 --> 00:53:20.820pillar content,00:53:21.260 --> 00:53:22.121and the strengths and how00:53:22.161 --> 00:53:23.222you might be able to execute it.00:53:24.326 --> 00:53:25.367How about micro content?00:53:25.806 --> 00:53:26.666Quotes and graphics.00:53:27.387 --> 00:53:28.608Use some poignant words.00:53:29.608 --> 00:53:30.369Quick clips.00:53:30.690 --> 00:53:31.610A highlight of the Yankee00:53:31.630 --> 00:53:33.530game can get people to say, oh, yeah,00:53:33.570 --> 00:53:34.411I guess I missed out on that.00:53:34.431 --> 00:53:35.331I should watch the next one.00:53:35.873 --> 00:53:36.612How about memes?00:53:37.313 --> 00:53:38.353I started this presentation00:53:38.414 --> 00:53:39.195off with the cat meme.00:53:39.215 --> 00:53:40.375Can I has your slides?00:53:41.356 --> 00:53:43.217People interact with familiar and funny.00:53:43.677 --> 00:53:44.018Remember,00:53:44.458 --> 00:53:45.898only two things you can do with content.00:53:46.458 --> 00:53:48.079Educate me and entertain me00:53:48.340 --> 00:53:49.300or both at the same time.00:53:50.054 --> 00:53:51.193How about infographics or00:53:51.233 --> 00:53:52.315data visualizations?00:53:52.655 --> 00:53:54.034Tell a complicated story00:53:54.456 --> 00:53:55.356simply with a picture.00:53:56.416 --> 00:53:59.217That was the first mass, sorry, not mass,00:53:59.237 --> 00:54:00.518the first communication form, right?00:54:00.538 --> 00:54:01.597Hieroglyphics, wall,00:54:02.257 --> 00:54:04.539paint on a cave wall to00:54:04.679 --> 00:54:05.880signify something else.00:54:05.960 --> 00:54:08.621Our brain loves to compute that.00:54:08.981 --> 00:54:10.621Statistics, process flows,00:54:11.101 --> 00:54:12.481quick facts in an infographic.00:54:13.918 --> 00:54:16.579How about slides and Instagram carousel?00:54:16.940 --> 00:54:18.280It's the same as this presentation.00:54:18.420 --> 00:54:19.202Again, very meta.00:54:19.422 --> 00:54:21.702Using slides to educate about slides.00:54:23.523 --> 00:54:24.784And then a Twitter thread.00:54:24.985 --> 00:54:27.045Byte-sized learning in a00:54:27.085 --> 00:54:28.586bunch of micro blog posts00:54:28.827 --> 00:54:29.686on an app like Twitter.00:54:29.987 --> 00:54:31.327I'm not going to call it X. I can't.00:54:31.768 --> 00:54:32.489There's nothing in me that00:54:32.509 --> 00:54:34.068can help me call it X. And00:54:34.090 --> 00:54:35.570then where can you share these things?00:54:36.110 --> 00:54:36.331Listen.00:54:37.161 --> 00:54:38.302You understand the platforms.00:54:38.862 --> 00:54:39.742Where should you start?00:54:39.802 --> 00:54:40.943I tell people start where00:54:40.963 --> 00:54:42.463you're comfortable consuming information.00:54:42.923 --> 00:54:45.543Facebook, LinkedIn, Instagram, YouTube,00:54:45.583 --> 00:54:46.605Twitter are just a few.00:54:46.985 --> 00:54:47.704Your website,00:54:47.824 --> 00:54:49.065starting a podcast or a00:54:49.085 --> 00:54:50.445YouTube channel or a blog00:54:50.806 --> 00:54:52.126are other places as well.00:54:54.106 --> 00:54:55.367Then how do you do that?00:54:55.507 --> 00:54:57.086I've mentioned Peso before,00:54:57.126 --> 00:54:58.327but how can you actually do that?00:54:59.088 --> 00:55:00.288I did it and I explain it00:55:00.307 --> 00:55:03.469with what's called the wheels of SciComm.00:55:06.204 --> 00:55:08.766Three different wheels, the what, how,00:55:08.925 --> 00:55:09.586and where.00:55:10.447 --> 00:55:13.429So watch this replay and just look.00:55:13.510 --> 00:55:15.570Hey, pick one thing from the what,00:55:16.172 --> 00:55:17.353one thing from your research,00:55:17.652 --> 00:55:21.255a personal story, methodology, a result,00:55:21.715 --> 00:55:22.996a headline from your paper.00:55:23.518 --> 00:55:24.898Everything in the what wheel00:55:25.059 --> 00:55:26.340is something tangible from00:55:26.360 --> 00:55:27.181your presentation.00:55:27.561 --> 00:55:28.340How about the how?00:55:28.762 --> 00:55:28.902Well,00:55:28.922 --> 00:55:30.242we just discussed different types of00:55:30.322 --> 00:55:32.465media, pictures, video, sounds,00:55:33.144 --> 00:55:33.646a webinar.00:55:34.570 --> 00:55:36.952And then where will you put it afterwards?00:55:37.231 --> 00:55:37.873Spin that wheel.00:55:37.893 --> 00:55:38.773There's lots of places.00:55:39.172 --> 00:55:39.793Now, here's the thing.00:55:39.994 --> 00:55:40.833If you spin all three of00:55:40.853 --> 00:55:41.894these wheels and it doesn't00:55:41.934 --> 00:55:42.755sound like it makes sense,00:55:43.456 --> 00:55:44.175don't create it.00:55:45.255 --> 00:55:47.317It has to make sense for the00:55:47.376 --> 00:55:50.219who to solve the what to00:55:50.259 --> 00:55:50.818make sure we have a00:55:50.858 --> 00:55:52.800cohesive why and make sure00:55:52.820 --> 00:55:54.501that media makes sense how, where,00:55:54.541 --> 00:55:54.900and when.00:55:55.422 --> 00:55:56.621So spin these wheels as00:55:56.702 --> 00:55:58.322often as you want to put00:55:58.422 --> 00:56:02.244together communication around your paper.00:56:03.025 --> 00:56:03.746And remember this.00:56:05.153 --> 00:56:06.735Communicating or actually00:56:06.835 --> 00:56:07.715marketing your paper.00:56:08.815 --> 00:56:09.695I like the definition of00:56:09.775 --> 00:56:10.556marketing like this.00:56:11.597 --> 00:56:12.797Marketing is saying the same00:56:12.858 --> 00:56:15.539thing a thousand different ways.00:56:16.719 --> 00:56:19.041You tell your kids to clean their room.00:56:19.101 --> 00:56:19.541They heard that.00:56:19.581 --> 00:56:20.101That's one way.00:56:21.302 --> 00:56:23.123And then you might incentivize them.00:56:23.742 --> 00:56:24.983Clean your room, I'll give you five bucks.00:56:25.623 --> 00:56:27.085That's the same thing in a different way.00:56:28.166 --> 00:56:29.306Clean your room or I will00:56:29.346 --> 00:56:30.347take your entire allowance00:56:30.387 --> 00:56:31.507next week away from you.00:56:31.586 --> 00:56:33.168That is the same thing in a different way.00:56:33.827 --> 00:56:34.748So I am telling you,00:56:35.407 --> 00:56:36.728We are all big,00:56:36.748 --> 00:56:37.708dumb animals that need to00:56:37.768 --> 00:56:40.248hear many things to make us act.00:56:41.489 --> 00:56:43.851These wheels, spin them.00:56:44.411 --> 00:56:45.572There are thousands of00:56:45.632 --> 00:56:48.152combinations of what, how,00:56:48.413 --> 00:56:49.713and where that you can use00:56:50.054 --> 00:56:51.653to communicate your science.00:56:57.297 --> 00:56:58.677I'm going to give you some specific ones.00:56:58.717 --> 00:56:59.518These are tactics.00:57:00.818 --> 00:57:02.119So this is actually called a00:57:03.460 --> 00:57:04.159Twitter poster.00:57:05.423 --> 00:57:07.244with a nod to my friend Mike Morrison.00:57:09.947 --> 00:57:12.809Mike combined a poster presentation,00:57:12.889 --> 00:57:14.690which is static in nature,00:57:15.230 --> 00:57:16.931that you stand next to in a00:57:16.990 --> 00:57:18.371professional conference, and he said,00:57:19.072 --> 00:57:20.032what if I could make it00:57:20.092 --> 00:57:21.653move and explain more00:57:21.713 --> 00:57:23.755things with just one poster?00:57:24.155 --> 00:57:25.936So he turned a poster into a00:57:26.016 --> 00:57:28.619multi-slide gif, or jif,00:57:30.159 --> 00:57:31.880a moving image that moves on its own.00:57:32.847 --> 00:57:34.266Mike gives away the formula00:57:34.306 --> 00:57:35.347for how to create a Twitter00:57:35.387 --> 00:57:38.068poster on his website with00:57:38.088 --> 00:57:38.909that link right there.00:57:39.188 --> 00:57:40.849You can get it if you00:57:40.869 --> 00:57:42.230download my slides from the00:57:42.269 --> 00:57:43.230beginning of the presentation.00:57:44.731 --> 00:57:46.331Another nod to Mike Morrison00:57:47.692 --> 00:57:48.652is what is known as the00:57:48.711 --> 00:57:49.831better poster design.00:57:50.652 --> 00:57:51.213You've all seen a00:57:51.253 --> 00:57:52.293professional poster that's00:57:52.512 --> 00:57:53.333designed poorly.00:57:53.773 --> 00:57:54.574We've all seen them.00:57:55.414 --> 00:57:56.313Maybe you don't know how to00:57:56.393 --> 00:57:57.675actually describe why it's00:57:57.914 --> 00:57:59.315or how it's designed so poorly,00:57:59.875 --> 00:58:01.135but we've seen it's a wall of text.00:58:02.115 --> 00:58:03.097Maybe it's just inundated00:58:03.117 --> 00:58:03.938with a bunch of graphs that00:58:04.398 --> 00:58:05.559you have to have a slide00:58:05.579 --> 00:58:06.519rule and spend 20 minutes00:58:06.539 --> 00:58:07.581trying to figure out how they make sense.00:58:08.242 --> 00:58:09.483Mike has a background in00:58:09.523 --> 00:58:10.784psychology and user00:58:10.844 --> 00:58:12.164experience in website design.00:58:12.184 --> 00:58:13.326He put those together and he said,00:58:13.465 --> 00:58:15.148this is a better poster design,00:58:15.268 --> 00:58:16.028which is why it's called00:58:16.048 --> 00:58:17.389the better poster design.00:58:18.070 --> 00:58:19.172If it looks like a billboard00:58:19.192 --> 00:58:20.152in the middle that00:58:20.213 --> 00:58:23.054transmits one key piece of information,00:58:23.775 --> 00:58:24.876it's because it was00:58:24.916 --> 00:58:25.978designed as a billboard to00:58:26.018 --> 00:58:28.019transmit one key piece of information.00:58:28.811 --> 00:58:30.934He goes into detail in his YouTube video,00:58:31.074 --> 00:58:32.235which you can watch on00:58:32.255 --> 00:58:33.755YouTube if you type in better poster,00:58:34.536 --> 00:58:35.456that has garnered more than00:58:35.476 --> 00:58:36.338a million views.00:58:36.677 --> 00:58:38.559A million views for a00:58:38.579 --> 00:58:42.02119-minute video about how00:58:42.121 --> 00:58:43.864and why you need to use a00:58:43.923 --> 00:58:45.023better poster design.00:58:46.105 --> 00:58:46.344Yes,00:58:47.045 --> 00:58:48.987because his video is also a piece of00:58:49.047 --> 00:58:50.628science communication and00:58:50.648 --> 00:58:51.849it is done well.00:58:52.030 --> 00:58:53.851So I implore you to take a00:58:53.891 --> 00:58:55.411look at Mike's work and00:58:55.452 --> 00:58:57.333what other people have done with it00:58:58.722 --> 00:58:59.884to communicate their science00:59:00.364 --> 00:59:02.144and to communicate it well.00:59:03.686 --> 00:59:05.288Here's my last example,00:59:05.367 --> 00:59:06.588the one I will leave you with,00:59:07.268 --> 00:59:08.769the one that angered people00:59:09.230 --> 00:59:10.231at the conference that this00:59:10.311 --> 00:59:11.592poster was actually shared at.00:59:12.552 --> 00:59:13.072And here it is.00:59:13.833 --> 00:59:15.574Ed Hawkins drove people up the wall.00:59:15.715 --> 00:59:17.335This was his poster.00:59:18.356 --> 00:59:19.836Ed, where are your graphs?00:59:19.998 --> 00:59:20.898Where's all the words?00:59:21.679 --> 00:59:23.199Ed decided that the message00:59:23.920 --> 00:59:26.282that clearly communicated one thing,00:59:27.358 --> 00:59:29.840one thing well was00:59:30.000 --> 00:59:32.360infinitely better than the00:59:32.400 --> 00:59:33.760poster that failed to00:59:33.800 --> 00:59:35.240communicate 15 things.00:59:36.322 --> 00:59:38.583So you walk away from this00:59:38.663 --> 00:59:41.163poster understanding that00:59:41.182 --> 00:59:42.003the average global00:59:42.043 --> 00:59:43.324temperature between 185000:59:43.324 --> 00:59:45.405and 2018 is increasing.00:59:46.344 --> 00:59:47.545But what if you wanted to go further?00:59:47.684 --> 00:59:48.865Okay, Ed, you have my attention.00:59:48.885 --> 00:59:49.666What am I going to do with it?00:59:49.686 --> 00:59:49.846Well,00:59:50.005 --> 00:59:52.246Ed was smart enough to know that the00:59:52.286 --> 00:59:55.047goal of the first date is00:59:55.088 --> 00:59:56.007to get the second date00:59:57.266 --> 00:59:58.168The goal of the first date00:59:58.208 --> 00:59:58.927is not to get married.00:59:58.947 --> 00:59:59.949If you ask a girl to marry00:59:59.969 --> 01:00:00.949you after the first date,01:00:01.329 --> 01:00:01.889that's a bit much.01:00:03.251 --> 01:00:04.010The goal of the first date01:00:04.050 --> 01:00:04.952is to get the second date.01:00:05.052 --> 01:00:05.751Ed understood that.01:00:06.793 --> 01:00:07.652The first date was you01:00:07.672 --> 01:00:08.753walking by his poster and01:00:08.793 --> 01:00:10.954him earning your attention.01:00:11.996 --> 01:00:13.036And you understood something.01:00:13.396 --> 01:00:14.637But what if you wanted to know more?01:00:14.797 --> 01:00:15.998That's what Ed was banking on.01:00:16.599 --> 01:00:18.639That's why he included a QR01:00:18.719 --> 01:00:20.681code to go further.01:00:20.940 --> 01:00:21.802Because he understood that01:00:21.822 --> 01:00:23.023the message that clearly01:00:23.083 --> 01:00:24.824communicates one thing well01:00:25.978 --> 01:00:27.940is infinitely better than01:00:27.960 --> 01:00:29.222the message that fails to01:00:29.262 --> 01:00:31.103communicate two things.01:00:33.125 --> 01:00:33.746So to review,01:00:34.226 --> 01:00:36.128science communication is simple.01:00:37.088 --> 01:00:39.610It's just two cans and a string.01:00:39.690 --> 01:00:43.594It's very simple, but it's not easy.01:00:44.974 --> 01:00:46.876If you have questions about01:00:46.896 --> 01:00:47.697the presentation,01:00:49.018 --> 01:00:51.000drop a comment below and I will respond.01:00:51.099 --> 01:00:51.780My goal01:00:52.579 --> 01:00:54.661is that some of you will use01:00:54.702 --> 01:00:55.922the tactics I shared here01:00:56.744 --> 01:00:58.144to communicate your research.01:00:58.686 --> 01:00:59.706And that eventually,01:01:00.126 --> 01:01:01.349by the end of my career,01:01:01.829 --> 01:01:03.210that often cited statistic01:01:03.230 --> 01:01:06.873of 17 years from publish to01:01:06.934 --> 01:01:09.556practice is just a little bit lower.01:01:09.936 --> 01:01:12.699And the only way we get there is together.01:01:12.719 --> 01:01:14.221Thanks for watching.